Hospital to Home
Bupa asked us to build a campaign that would engage decision makers and influencers at more than 200 NHS Trusts. In particular Bupa wanted to raise awareness of their expertise in caring for individuals requiring out patient antimicrobial therapy.
NHS decision makers are generally aware of Bupa Home Healthcare, but lack an understanding of the specific support services available and the patient types that could benefit from home care.
Our creative solution was to present a seamless visual transition from an NHS hospital to a home care environment for a patient receiving intravenous medication. The headline proposition also transitioned from “Hospital to Home” to “Home to Normal Life”, supported by copy which summarized the benefits to patients as well as the NHS Trust itself.
We also segmented the communications to present different benefit messages to each of the two main target groups, namely Chief Execs and Consultant Pharmacists with microbiology responsibilities.
The campaign was rolled out over a series of emails, direct mail, outbound calls and supporting collateral (presentations and printed literature).
Although results of the campaign must remain confidential, we are able to report that all targets were beaten, from open rates to secured business.
The multi-channel ‘pincer’ approach that was pioneered through campaigns such as this became a template for future tactical campaigns for Bupa, enabling us to successfully build awareness of their specialist home healthcare needs for different patient groups.