The need for bed
Our task was to develop a communications strategy to engage decision-making contacts at Local Authorities, Clinical Commissioning Groups and NHS Trusts to make them aware of available beds in Bupa Care Homes across the UK.
A separate creative approach was required for prospects to enable us to overcome any perceptual hurdles that might be blocking their consideration of the Bupa proposition.
Agency Inc developed a coordinated quarterly campaign strategy to reach customers and prospects via direct mail, email and a newsletter, followed up with outbound telemarketing calls from the Bupa sales team.
The campaign was launched in the second half of 2015 and is ongoing. Early results show an encouraging uplift in open and click through rates, flowing through into enquiries and sales appointments for the Bupa Account Managers.