Why Bupa overhauled its marketing to focus on just five postcodes

When Bupa Global was established as Bupa’s international health insurance offering in 1971, it was originally conceived as a provider to expatriates living abroad. But as with many industries, globalisation has prompted some unexpected changes for the brand.
In the past two years, Bupa Global has completely reframed the way it thinks about who its customers are, what they are looking for and how to communicate with them. Principally that has been driven by the discovery of new insights abo