How Bupa uses content marketing to drive sales in Australia
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...