How Bupa uses content marketing to drive sales in Australia

This article explores how Bupa, the multinational healthcare company, built a content marketing portal specifically targeted at Australia's mothers to build engagement with the brand and subsequently increase sales.

How Bupa uses content marketing to drive sales in Australia

Brooke Hemphill

Bupa's lightbulb moment arrived via an all-too-familiar marketing insight: consumers are much less focused on a brand's products and services than they are on themselves and their loved ones.

For Bupa, an international healthcare company with six million members in Australia and an array of products ranging from insurance to aged care, this critical insight was the wake-up call the company needed to shift focus from selling products to customers, to prioritising engagement with them.

John Moore, Director of Marketing – Australia and New Zealand for BUPA, was...

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