Partners Andrews Aldridge has been appointed to handle a chunk of
Bupa's direct marketing activity.
The agency will work with the private healthcare and insurance provider
on retaining its existing customers. Partners Andrews Aldridge had
worked on a project for Bupa but the company has decided to extend the
relationship to cover communications with its customers.
Last year Bupa selected WWAV Rapp Collins North to handle its £5
million direct marketing business. WWAV North will continue to work with
Bupa on attracting new customers and also on some communications to
existing customers.
Recent work by Bupa has focused on asking members to put their friends
forward for membership and a direct mail and press campaign for its
financial protection scheme through WWAV North.
Sarah Howe, the head of marketing at Bupa, said: "Partners Andrews
Aldridge demonstrated a certain flair so we have decided to extend the
relationship into our personal customer membership retention
programme."
Phil Andrews, Partners Andrews Aldridge's managing partner, said: "It's
always good to get the chance to work with a brand leader so I am
delighted we will have the opportunity to work with Bupa on its
retention activities."
Though it is the market leader in offering private medical insurance,
Bupa faces competition from rivals including PPP Healthcare. PPP
recently appointed Carlson Marketing Group to work on a similar project
in building closer communications with its customers.
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