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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 …