How planning helped create an amazing new campaign for BUPA

The UK’s leading provider of private healthcare, BUPA, needed a new campaign to boost falling market share.
Agency: Ogilvy & MatherAuthor: Not credited

BUPA - How Planning Helped Create an Amazing New Campaign for BUPA

INTRODUCTION

Over six million people in the UK are covered by private medical insurance (PMI) and membership is divided about 60:40 between company and individual purchase. The market has seen three phases of growth: a gradual increase in membership from 2 million to 2.8 million in 1970-79; a sharp increase to 4.4 million between 1979 and 1981, triggered by anxiety about industrial unrest in the NHS ('The Winter of Discontent'); and steady consistent growth to 6.6 million...

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