BUPA to run member-get-member push.(BUPA Health Services Ltd. marketing)(Brief Article)

Private health insurer BUPA is overhauling its direct marketing strategy and increasing its investment in the medium as rivals try to reduce its lead on the market.

BUPA is launching a member-get-member mailing in the form of a greetings card to existing customers. The new creative approach is intended to establish friendlier and more relevant customer communications.

Affixed to the envelope is a sticker revealing that inside is 'something for you to send to a friend'. The card carries the greeting 'Stay well', which underlines BUPA's commitment to looking after the health of its members.

BUPA is the market leader in the private health insurance …