BUPA

WHEN SICK, SEEK AN ACTUAL DOCTOR.





Health cover isn’t a concern for 18-25 year olds. So, we found a way to help them in the moment they needed it most and show the value of private cover.



Insight:

Instead of going to real health professionals, millennials are far more likely to Dr.Google their issues.
 

Idea:

Bupa can provide an in-the-moment solution to our Dr.Googler, by buying space on searches like ‘lumps’ and ‘syphilis’.



1:


We run Google AdWords:

2:


We use keyword retargeting for smart MRECS and Facebook placements.







 

3:


We partner with the app Figure1 to create a Bupa ‘digi checkup’. This allows potential leads to give doctors with photos of their concerns, in return for more advice.



4:


To seal the deal, we provide one free visit to a real Bupa doctor, who then provides them with an offer.