Case Study: Bupa beats membership lapse targets by 17.5% with John Brown Media

Building brand loyalty in a competitive marketplace

Bupa, the dominant UK private medical insurer with around 40% market share, faced a loyalty challenge: many customers had a transactional relationship and could be lured by competitive deals. John Brown Media was engaged to rebuild emotional engagement and communicate the value of Bupa’s products and services across both B2C and B2B audiences using omnichannel content — print magazines (Bupa Health News), digital newsletters and e‑zines, SEO-optimised case studies, video, social assets, email marketing, apps and PR.

John Brown Media implemented a coordinated content and communications programme — print and targeted mailers, digital content, videos and cross-agency PR partnerships — to foreground Bupa’s purpose of longer, healthier, happier lives. The work drove measurable impact: membership lapse targets were beaten by 17.5%, the Bupa Travel Campaign converted 37.29% of contacts into sales, and external PR coverage (including Kids & Cancer booklets) generated approximately £500,000 in media value.

Bupa