BUPA: The right treatment - restoring BUPA to good health

By 1998 the Private medical insurance (PMI) market was stagnating. Bupa was struggling with some negatvie perceptions and awareness was falling. The objective was to reposition and revitalise Bupa as a multi-dimensional provider of health care reassurance, a complement to the NHS and not a rival. Factual information about Bupa services was conveyed in the TV advertising. The results were: by the end of the campaign contact to the website or telephone were 4 times the target set, brand awareness and brand preference were up. In last quarter of 1999, health screening bookings (one of the advertised services) reached their highest level ever, attibutable to advertising. Positive effects among Bupa staff