Bupa UK: Out of the Blue

This case study describes how Bupa, a private healthcare insurer, reduced lapse rates and increased customer engagement in the United Kingdom.

Out of the Blue

Campaign details

Brand: Bupa UKAgency: TLC MarketingCountry: United Kingdom

Background

Bupa are a global private healthcare insurer. Price sensitive customers are frequent in the insurance sector which, can accelerate and amplify cancellation rates. According to GMI/Mintel's "Reasons for not having private health insurance" research, November 2013, price is a key factor, however there wasn't room in the Bupa UK business model to adjust the price of premiums, hence the need for an incentive platform.

With the exception of Pru Health UK, no one in the market were currently offering rewards as...

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