Bupa
Branding strategy, Conversion tracking, New product development, UX and UI
With various care models available across different price ranges, we were briefed to introduce a service proposition that made private healthcare more affordable for Bupa Dental customers.
Alongside a new subscription model, Bupa wished to streamline its core customer journey and embed a consistent look and feel for the brand following the acquisition of Total Orthodontics and Smiles.
The competitor review showed us that a subscription model for private Bupa practices would make treatments more affordable for customers. We learned that practice pages should be tailored so that users would visit them directly rather than navigating their way from the homepage, and that the content should inform customers what health insurance will cost them at suitable levels of cover.
We established a content hierarchy using our Clarity, Trust and Persuasion framework to signpost users to the new subscription model, differentiate it from other care models and help them understand the benefits.
We created a fresh new feel for the Bupa Dental, Smiles and Total Orthodontics brands, and aligned core elements such as fonts and core components to the global Bupa brand guidelines.
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