Living longer and healthier
Headquartered in London, Bupa is a global healthcare company whose mission is to help customers at every stage of their lives live longer, happier and healthier. Because the company is privately held, Bupa only has one group of people to answer to—its customers.
Customers and those looking to become Bupa customers, are spending more time online researching health plans, looking for healthcare providers and requesting quotes. In response, Bupa UK is investing more resources into advancing healthcare in the UK and the digital experiences that drive its business. To develop new customer experiences, Bupa UK needed the necessary insights to make the best decisions possible and improve business performance.
“We started making significant investments into our digital presence,” says Maurice Ky, Analytics Manager at Bupa UK. “To make each investment meaningful, we wanted to harness the power of customer data intelligence to deliver real impact.”
Bupa UK took a disciplined approach to leveraging data and wanted to expand its marketing playbook by answering every question about its customers, looking at how to innovate at every opportunity and empowering team members to deliver best-in-class experiences. This approach also required Bupa UK to integrate new sources of information into anonymous customer profiles and automate analytics to make its new initiative sustainable. The team needed an easy-to-use solution that enabled stakeholders to access data directly.
“Adopting Adobe Analytics was a watershed moment for our company, empowering us to quickly become an even more data-driven organisation,” says Ky. “By partnering with Adobe, we positioned ourselves for faster, repeatable success.”
From the beginning, Bupa UK knew that success would revolve around three key components: its people, relationships and processes.