BUPA: The Personal Health Service - IPA Effectiveness Awards Case Study 2004

Brief Description: The 'Personal Health Service', through its expression in advertising, has facilitated the emergence of BUPA as a total health and care company and seen a growth in awareness, consideration and purchase of products beyond PMI. The campaign also made a significant impact on BUPA revenues resulting in an ROI of £3 for every £1 of advertising spend. Being the Personal Health Service has also inspired innovations in customer service and consequent improvements in staff morale ;---(TAGS)--- Full Title: Bupa : the birth of "the personal health service" ; Number: 2004/42 ; Brand Name: Bupa ; Client: Bupa ; IPA_ProductCoding: Financial Services (Insurance - motor, home, life, pet, funeral, card protection, payment protection, legal, accident, critical illness, health etc.) ; Agency: WCRS ; Author: Jo Reid, David Golding ;