Bupa

Marketing
toolkit

Bupa needed to promote
Private Healthcare to small
and medium sized businesses.

After conducting focus groups, it became clear that
small business owners are very close to their employees.
Employers choose Bupa because they trust them to provide
the best healthcare. This led us to the value proposition
‘Because you care’. Human-led imagery and emotive
messages were used to counter the perception of Bupa
being too large for small businesses. As an industry first,
we created an interactive Sales Tool that allowed them
to generate bespoke presentations.

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