Campaign details

Helping Bupa build better customer engagement for private medical policies.

Strategy

Having helped Bupa deliver a welcome journey programme for private medical insurance customers in 2016, Paragon set out to improve customer engagement, reduce churn and build brand advocates.

Creating a seamless customer journey, from policy sign-ups to annual renewals and beyond, while catering to a diverse audience, was key. Internal stakeholder workshops were the starting point, reviewing the existing strategy and competitors.

Email and content strategy came under the microscope, resulting in five priority areas, from segmentation to personalisation. A whole new data strategy underpinned engaging communications, with output data fed back into campaigns.

Creativity

The new segmentation showed different audiences had varying value, churn risk, tenure and demographic characteristics. The creative approach required personalised content triggered by customer actions and interests, and driven by technology.