Bupa UK, a leading international healthcare group, just launched a new TV advertising campaign as part of a drive to showcase its healthcare expertise and broad range of products and services.
With expectations of healthcare providers changing, people want holistic support that goes beyond treatment and covering the bills. The new campaign highlights how Bupa meets these healthcare needs by supporting people through combining expert guidance with emotional and practical support and care.
As proof points of how Bupa delivers this, the campaign launched last week with two 30-second TV advertisements focusing on its cancer survivorship programme and elderly care support line:
- Cancer survivorship programme: the advertisement follows a young man who has finished cancer treatment. His story highlights that for Bupa health insurance customers with cancer, the support doesn’t disappear once treatment’s finished. Through the programme, customers are offered a dedicated cancer nurse who is available for as long as customers and their families need them, offering support on emotional issues and practical guidance on how to improve recovery.
- Elderly care support line: the advertisement shows that Bupa understands the importance and difficulty of making the right decisions on elderly care. As a provider of elderly care, Bupa offers a support line to help people make difficult decisions. The support line is available to anyone and offers free advice on all aspects of elderly care: including finding a care home, accessing care at home or even how to pay for care.
Both advertisements illustrate that Bupa is an expert provider of healthcare, offering a wide range of products and services beyond core health insurance and will be will be followed by video on demand and digital media.
Commenting on the campaign Saj Arshad, marketing, sales and strategy director, Bupa UK said, “Our new campaign highlights that Bupa has the healthcare expertise to go above and beyond just paying the bill. We have a range of healthcare services and can provide advice, guidance and emotional support to help people make more informed decisions.
“With people’s expectations of healthcare providers changing, it is essential that they understand the breadth of our offering. The services highlighted in these advertisements are just two examples of how we support our customers with their wider healthcare needs.”
The campaign was developed by WCRS. “Few things we communicate have the emotional weight of cancer survivorship and elderly care, so we’re proud WCRS has helped promote Bupa’s expert support in these areas,” said Matt Edwards, chief executive at WCRS.
The new Bupa campaign will air on TV until 22 February 2015 with other channels extending into March. The advertisements will air across terrestrial and satellite/ cable channels including C4, ITV and SkyLiving at peak slots. This includes Broadchurch, Coronation Street, and Location, Location, Location. Bupa Care Services and Bupa Health Funding will also be launching activity aligned with the campaign, including DRTV, direct mail, press and door drops.
These aren’t the only ways in which Bupa will support and guide its customers. The campaign will also expand onto digital channels to include support and advice on muscle, bone and joint health.