Bupa: Designing for Future Customers

How might we leverage in-house analysis to develop a breakthrough proposition?

Market Foresight | Inspirational Insight | Proposition Development | Breakthrough Strategy | Senior Leaders | Innovation Teams

Annual revenue in Europe and Latin America has risen £988m (35%)

The Challenge

Bupa, the global healthcare business, faced a pivotal moment when the CMO recognized the need for a breakthrough strategy in one of its fast-growing markets, Latin America. They sought to leverage their in-house analysis and make a creative leap to design a proposition that would differentiate Bupa and address the unique demands of the emerging market.

Bupa’s Miami team, aware of the limitations of conventional decision-making, collaborated with Sense Worldwide to challenge the status quo and break away from cognitive entrenchment.

Our Approach

The objective was to go beyond traditional focus groups. By engaging with The Sense Network, which offers cognitive diversity and radical perspectives, Bupa aimed to test its internal assumptions and hypotheses more rigorously.

Within The Sense Network, we identified an outspoken grandmother who brought a wealth of experience and insight into healthcare. As someone who had raised a family and witnessed the transformation of healthcare over the decades, she provided a unique and invaluable perspective. Her firsthand knowledge and aspirations for the healthcare needs of her loved ones offered a deeper understanding of the expectations and desires of everyday people.

The Result

Through our collaboration, Bupa gained a clear understanding of the Latin American market and its unique healthcare demands. This insight empowered them to tailor their offering and avoid a one-size-fits-all approach.

The breakthrough strategy resulted in Bupa’s investment in the Latin American market yielding impressive results, with annual revenue from Europe and Latin America increasing by £988m or 35% from 2017 to 2019.