Bupa

Cordscom & Mint

THE TEAM

Cordell Burke, Simon Kershaw, Martin Cox, Howard Luke, David Hough, Michelle Nicholas, Alex Perry, Michael Cook.
Other contributors: Rapid Response, The Black Hole, APB, Fresh Media Group, India's Inc.

WHAT IS WONDERFUL ABOUT THIS WORK?

We took a failing business and created double-digit attendance figures by understanding people and allaying fears about spending in a recession. Cost per call was £20, call volumes were 50% above annual plan and attendance figures went from -63% to +23%. Cancellations were reduced by 50%.

OBJECTIVES

To create more phone calls and generate £13.6 million in revenue. Turn around call volumes, sales and attendance figures that were all running negatively against annual plan.

STRATEGY AND TARGETING

The Bupa Health Assessment was designed to grow the consumer market and counter the NHS without knocking it. We also had to counter assumptions that Bupa was a medical insurance company. Key insights were monetary concerns but we reminded prospects that health is a fundamental and added a promotional price reduction that brought costs down to just above the competition. We also knew we needed to support Bupa's 48 centres with local knowledge via door drops as there was likely to be little word of mouth activity. Online display, search and press advertising were bought on a Carlton bias as our database showed a London and South-East bias.