Case Study: Bupa achieves 2x response rates and data-driven personalization with Adobe Target

Placing a Premium on Customer Experience

Bupa, the global healthcare company based in London, needed better insight into customer journeys to support a growing online audience, differentiate its brand, and make data accessible to nontechnical teams. To solve this, Bupa partnered with Adobe Target as part of Adobe Experience Cloud—using Adobe Analytics, Adobe Target Premium, and Adobe Professional Services—to create a data-driven foundation for personalised digital experiences.

Adobe Target helped Bupa implement self-service analytics, training, integrated dashboards, and A/B testing and personalization capabilities. The work drove measurable impact: self-service use rose sharply, simple report requests fell by 75%, strategic inquiries doubled, digital marketing and analytics skills grew ~80%, and targeted campaigns produced a 100% increase in response rates (responses doubled within 21 days) while improving PPC targeting and incremental revenue.

Bupa

Maurice Ky

Analytics Manager