CASE STUDY — CONTENT STRATEGY AND COPYWRITING
Helping Bupa show its value when it mattered most
Client
Bupa Health Insurance
Services
Content strategy, SEO, UX Copywriting
Teams engaged
Marketing, CX, Content, Legal
Sector
Healthcare & insurance
Deliverables
Strategy, email, copy library, TOV
Objective
Member retention & acquisition
THE CHALLENGE
A longstanding perception that private health insurance didn't offer good value. A pandemic that disrupted how members used their cover. Then a cost-of-living crisis that made every expense feel negotiable. Bupa needed content that could shift deeply held doubts at the worst possible moment — and reduce member churn in the process.
“Justin has helped us create customer journeys that resonate with our audience and highlight the value of being a Bupa member. These journeys have increased member acquisition for our loyalty program and lifted engagement from our existing members.”
THE APPROACH
The work started with member pain points, not product features. Working across Bupa's Brand Marketing, Customer Experience and Content teams, we developed email journeys around the moments that mattered most — renewal, claims, life events — designed to demonstrate value rather than deflect concern.
A content strategy targeting the most-claimed benefit types ensured content met members where their actual health needs were. A Copy Library and Tone of Voice training guide embedded a clearer, warmer voice across the organisation for the long term.
WHAT WE DELIVERED
01. Over 100+ tailored email journeys addressing key member pain points
02. A bespoke SEO content strategy targeting Bupa’s most-claimed benefit types, with detailed briefs for each piece of content.
03. A digital copy library that could be used as a brand reference tool to ensure consistent messaging across all channels.
04. Copywriting for above and below the line marketing executions, including OOH displays, TVC and social media ads, for the ‘That’s why I’m with Bupa’ campaign, delivered in partnership with agency, 2045.
THE OUTCOME
The email journeys increased acquisition for Bupa's loyalty program and lifted engagement among existing members.
The Copy Library and Tone of Voice guide gave internal teams a shared standard — ensuring the voice established through the work could be sustained well beyond the engagement.
Let’s work together
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