CMO50 #26-50: John Moore, Bupa
Bupa’s director of marketing for A/NZ sees his role as about growing the business through driving engagement with current and future customers as to how Bupa is making a difference in their health and care.
“My leadership role in digital, digital innovation and disruption is a core enabler to making this happen across A/NZ,” he says.
From the CMO50 submission
Business contribution and innovation
One of Moore’s focuses has been establishing the data and digital team, which is now part of marketing and is driving the digital agenda across the organisation.
Modern marketing and customer engagement thinking and effectiveness
The core tenet of Bupa’s brand strategy is to make a difference in health and care. In 2015, this included a series of components:
1) Traditional media brand launch
2) Campaign – Caring For Our Greats
3) Creation of Bupa's health and care destination hub – The Blue Room
This three-pronged approach delivered both customer benefits and business growth. Details on each of these is as follows:
- Making a difference in health and care – health and caring
- The Blue Room
- Caring For Our Greats
Earlier this year, Bupa unveiled a new campaign to demonstrate how it’s making a difference in health and care through the stories of its people and customers. The brand communications introduced a new Bupa Australia brand line, Health & Caring, to connect customers with Bupa’s growing breadth of health and care services.
Bupa’s aged care, optical, dental, GP clinic and health coaching services were highlighted across the brand communications, which included a national TVC campaign, cinema, digital and print assets. Customer communications and Bupa retail stores also now incorporate the Health & Caring positioning.
“Bupa is now an established brand in Australia and we have rapidly grown into a diverse health and care organisation, however, most people know us as just a health insurer,” Moore said.
“Australians are looking for more from the health industry. They want a partner to help guide them to make better health choices, act in their best interests and improve their quality of health and care. Bupa is uniquely placed to deliver on these needs and we are doing this in many ways, but we need to better communicate this to our customers. So we have shifted our strategy from building brand recognition to sharing stories, through the voices of our people and customers, as to how we are making a difference.”
The Blue Room is Bupa’s content hub is about providing easy to understand, relevant health information. Its purpose is to empower people with information to improve their health and wellbeing, and act as a connection point to products and services most relevant to their health needs.
Context is curated around life events that often prompt consumers to examine their health, such as considering care for a loved one, raising a family or an unexpected health diagnosis. The information is authored by a mix of Bupa and independent health experts.
“Customer needs and feedback is at the heart of, and will continue to dictate, the Blue Room content strategy,” Moore said. “We recognise there is huge volume of health information out there and customers are looking to us to cut through the clutter and guide them on their health journey.”
Bupa said #Caringforourgreats is a conversation starter to encourage people to connect with the ‘Greats’ – be it a parent, grandparent, coach, mentor, teacher – in their lives, share their experiences and show them they are valued, as a step towards improving health and wellbeing.
The campaign encourages Australians to share the story of their ‘Great’ using the hashtag #caringforourgreats. Well-known Australians, including Matt Moran and Anna Heinrich, have shared personal stories to encourage others to do the same through online content and traditional media. Bupa also leveraged its sponsorship of Hawthorn Football Club to build campaign momentum and awareness.
The campaign is designed to show the link between social connectedness and tangible health outcomes, and is part of Bupa’s longer-term commitment to supporting the families and carers of older Australians and championing a better quality of life for people as they age.
Data and/or technology driven approach
As an example of how data and technology fit into the mix, Moore’s submission pointed to the request from customers to manage all claims online.
Through the data and digital team within marketing, the company was able to launch a fully digitised claiming process that allows all claims to be completed online and also fits into existing Bupa claims management processes. The solution was delivered with an MVP and human centred approach.
Moore said his team is using creativity and human centred design together in order to drive greater customer engagement. This has seen the team shift significant activity to social and digital environments and use creative solutions such as The Blue Room and Caring For Our Greats.