The CMO of Bupa called us to say that they had read a book about your unique approach; and that they would like you to deliver a breakthrough strategy for one of their fast growing markets, Latin America.
The Bupa team in Miami had done a first class job in collating market data and analysing the strategic opportunity. However, they were smart enough to know that they needed to make a creative leap. They knew they needed to be challenged, to break away from the cognitive entrenchment of how ‘business as usual’ decisions were made. They wanted business unusual. They wanted a breakthrough strategy; they did not want focus group ideas.
Focus groups create a big problem for innovators; they recruit everyday people, who unsurprisingly, come up with everyday ideas. The advantage that The Sense Network brings is cognitive diversity. Rather than everyday perspectives they bring extreme, even radical perspectives, which test internal hunches and hypotheses harder. This leads to better, more valuable ideas that ultimately everyday people will want and desire.
Extreme users come in all shapes, sizes, ages and professions. One such radical thinker was an outspoken grandmother who provided unique insight into healthcare having raised a family and seen healthcare’s transformation over the decades. She share her approaches & aspirations for what she has been wanting for her loved ones.
Armed with an improved understanding of the market and what type of healthcare provision would resonate within the emerging LATAM consumers, Bupa were able to tailor their offering. The rejection of a ‘cookie cutter’ approach would deliver an insurance offering that reflected the unique demands to the region.
With Bupa’s investment in the Latin American market, annual revenue from the Europe and Latin America rose £988m or 35% (from £2,865m in 2017 to £3,853m in 2019).
Thank you for bringing your unique methodology, experience and The Sense Network to help us better understand our future customers. The process we went through will enable us to create a healthcare experience that is more authentically connected with what people need than what is currently available. Now we know the whys and whats; we will work hard to ensure that the delivery honors that. It has been a true pleasure.
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