Market-making around a leading brand.

The need to expand the marketable universe for Private Medical Insurance was a key challenge facing Bupa Malta. Ogilvy were engaged to identify a marketable universe that could provide cost-efficient performance using Bupa’s key metrics of response rate, cost per response, conversion rate and cost per sale.

The Ogilvy Team focused on achieving the objectives using a consultative approach. From the very beginning Ogilvy agreed on clear volume and performance metrics based on historical campaign information. Ogilvy’s Planning Team then analysed existing campaigns to identify key areas for development and undertook key factor analysis to understand and improve response.

One key change to previous campaigns was that Ogilvy engaged with the Bupa marketing team in all steps of the project to ensure that all ‘business knowledge’ was factored into the project. Creative was tailored to the Maltese market and approved by Bupa in the UK. Measuring and reporting results accurately and continuously evaluating for ongoing improvement led to major improvements in producing thousands of new prospects for Bupa to target.