The document discusses Bupa's digital marketing strategies and successes, highlighting significant improvements in cost per acquisition (CPA) across various insurance products. It emphasizes the importance of personalized care and a mobile-first approach in optimizing marketing efforts. The document also raises questions regarding competitive positioning and the necessity for continuous optimization in digital channels.

1. Digital marketing:
beyond the buzzwords
David Hirsch
Head of Financial Services

2. About Bupa
6mcustomers in Australia and New
Zealand.
84,000
employees
worldwide.
18,000
in Australia & New Zealand
customers
Worldwide.
190countries.
32m
Longer, healthier, happier lives. +

3. Our Health and Care Services in Aus & NZ
Pet, Travel, Life, Home &
Car Insurance
Bupa believes we can make a real difference to peoples lives through the way we deliver personalised
care across a range of health services.
Health Insurance Aged Care &
Retirement
Dental Optical & Hearing Medical Medical Visa Services
Rehabilitation

4. Looks can be deceiving

5. Review & Adapt
With a focus on performance.
strategy &
digital mix
conversion
optimisation
creative &
page designs
tagging & call
tracking
KPI’s
always on
campaign
optimisation
agency

6. Paid Search
• In depth keyword and market/competitor
analysis across all products
• New keywords & landing pages
• Optimised channel performance –
tagging/attribution/continuous/real time

7. Display/Social
• New creative
• Improved the quality and
breadth of where we played
• New landing pages
• Real time performance
optimisation

8. Retargeting/Awareness
• Commenced range of initiatives
to build retargeting pool

9. Design/UX
• Implemented fully
responsive designs from
initial click through to the
sales pathway.
With a focus on a mobile first
mindset.

10. Content & SEO
• Commenced always
on content,
outreach and SEO
program

11. Travel Insurance
CPA Improvement
334%

12. Pet Insurance
CPA Improvement
300%

13. Home Insurance
CPA Improvement
194%

14. Landlords Insurance
CPA Improvement
194%

15. In summary
• 20 -334%
improvement on CPA’s across
product lines
• More spend available for new
initiatives
Product
CPA
Improvement
Travel 334%
Pet 300%
Motor 242%
Home 194%
Landlords 260%
Life 100%
Boat 21%
Caravan 36%

16. Question’s we should be asking..
Where do we sit in the online
competitive landscape?
What is our consumer decision
journey?
How do we measure digital CPA
for each channel?
Are we optimising for conversion
everywhere?

17. What does it take to win online…
Fend off
competitors
Innovate
Increase
Revenue
Right
Message
Right Time
Right
Place
Decision Journey
GoalsContent Goals
Strong
industry
partnerships
Natural flow to
commercial pages
High
consumer
engagement
Business Goals
alignment

18. What’s next..
CRO
SEO &
OUTREACH
Utility SXSW

19. “Always challenge the status quo, never assume that
you’re getting the best value for your investment and
make your dollars work for you.”
Doing it, doesn’t mean you’re doing it well.

20. uestion’s?