Decision Design and Bupa shared the stage at Mumbrella 360, presenting Bupa's Micromoment Revolution: how Bupa uses behavioural science to drive positive member and commercial outcomes.
Tara Ness, managing director of Decision Design, and Sonia Danielewski, general manager of customer strategy and go-to market at Bupa Health Insurance took the audience through a game-changing first look at an innovative approach they took to identifying key “MicroMoments" - from robust measurement and prioritisation, through to designing behavioural led word-for-word communication interventions - that have generated impressive and measurable CX, EX and commercial outcomes putting Bupa on the fast track to becoming a leading digital healthcare partner.
The duo shared that while we all know our health system is complicated and that while private health insurance has many benefits for consumers, understanding it and keeping up with tax rules, what’s covered in policies, and how best to make use of it can present challenges for members.
When the cost of living pressures are driving more and more people to abandon private health insurance, they showcased how Bupa has successfully used behavioural science to transform its "no-win" member communications, i.e. the communications that a marketer typically wants to avoid, despite it being the highest ROI touchpoint.
The keynote shared the incredible program of work that Decision Design and Bupa have partnered with using commercial behaviour change science to inform decision-making and drive outcomes.
For an encore presentation, contact us.
