When you receive a phone call from the CMO of a global healthcare business, saying they read a book about your unique approach, you listen carefully. Bupa needed a breakthrough strategy for one of their fast-growing markets, Latin America.
We injected Bupa with a clear understanding of the market and what type of healthcare provision would resonate with LATAM consumers. They were able to tailor their offering. The rejection of a ‘cookie cutter’ approach would deliver an insurance offering that reflected the unique demands of the region.
With Bupa’s investment in the Latin American market, annual revenue from Europe and Latin America rose by £988m or 35% (from £2,865m in 2017 to £3,853m in 2019). A healthy return on investment.
Bupa’s 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 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. These 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 of our recruits was an outspoken grandmother who provided unique insight into healthcare having raised a family and seen the transformation of healthcare over the decades. She shares her approaches and aspirations for what she has been waiting for her loved ones.
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.
Exec, Bupa
How might better understanding consumers supercharge your strategy?
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