BUPA: Four crucial and successful years

Describes the BUPA campaign of 1976–77. BUPA then had 75% of the independent health insurance market, but was threatened by: inflation, loss of income by ABs, increasingly negative consumer attitudes, arising from loss of disposable income and premium rises, and threat from proposed government legislation to remove paybeds from NHS hospitals.
Agency: Hartshorne Joyce Lloyd LyonsAuthor: B. Lloyd Lyons

BUPA

Four crucial and successful years

Many organisations have faced a serious decline caused by market forces. Few have met the problem of overcoming these while at the same time facing a positive political threat of being legislated out of existence. Such was the situation facing BUPA in 1976. This document describes:
  • How advertising was used to spearhead a successful campaign to ward off a destructive political threat.
  • How by generating new confidence, a new sense of priority and realigning market...

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