BUPA - The Personal Health Service

David Golding and Jo Reid

This paper tells how Britain's biggest private health insurer repositioned itself in the public imagination as a health and care company that anyone can use.
Agency: WCRSAuthors: David Golding and Jo Reid

BUPA - The Birth of 'The Personal Health Service'.

In 1998 BUPA1 held a pitch for a new advertising agency.

The brief was simple:

Make BUPA more relevant to more people by showing them other points through which they can access BUPA and the benefits of private healthcare.

A. TO WHAT WAS THIS BRIEF A RESPONSE?

BUPA was, and still is, the brand leader in private medical insurance (referred to hereafter as PMI). In fact BUPA is more than just the biggest brand in the category: it's a...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands