Chief Information Officer Simon Birch and Chief Customer & Transformation Officer Danielle Handley discuss Bupa’s transformation journey across APAC and the positive impact of its Connected Care strategy

Bupa, one of Australia’s leading health insurers, is expanding into more personalised and more digitally enabled healthcare with its Connected Care strategy.

“Connected Care is our primary mission. We’ve been focusing our time, investment and energy to reimagine and connect customer experiences,” says Simon. “It’s an incredibly energising place to be. Delivering our Connected Care proposition to our customers is made possible by the complete focus of the organisation and the alignment leaders and teams have to the Bupa purpose. Curiosity is encouraged with a focus on agility, collaboration and innovation. Ultimately, we are reimagining digital and physical healthcare provision to customers across the region. Furthermore, we are providing our colleagues with amazing new tools to better serve our customers throughout all of our businesses.”

Danielle believes stakeholder engagement and alignment, while building relationships across the enterprise, have been key to their early success. “We’ve found the champions within the enterprise who embrace our values. To be brave, caring and responsible and therefore form a coalition of the willing to start to lead transformation here at Bupa.”

Connected Care from Bupa with Blua

“At the heart of our Connected Care strategy, and where Simon and I are particularly focused, is how we extend digital provision and the engagement of customers through our digital channels,” explains Danielle. “We’re enhancing our ability to provide value added health services digitally to our members first and foremost, and then to our broader customer base.”

By bringing together in-person, preventative and virtual care, supported by digital technology and partnerships, Bupa aims to provide better clinical outcomes for its customers.

Blua is the digital health platform that delivers and orchestrates the customer healthcare experience to get them to the right provider or healthcare pathways.

“Blua provides virtual services, whether that be through telehealth and access to health programs, or virtual GP consults,” adds Danielle. “It’s making healthcare accessible in a digital context. Moreover, the Blua experience traverses the digital and physical because it enables the referral pathway for our customers. Based on the complexity of their need, or on the right service model for the consultation they would prefer. Through Blua, they can make that booking for a physical service, such as dental or optical. They can utilise our network of doctors and allied health practitioners. Connected Care is that complete experience from enquiry to consultation.”

Customer-Centricity at Bupa

A customer-centric focus has become a key component in healthcare delivery across the APAC region over the past decade. “The link between customer-centricity and growth is proven,” adds Danielle. “For us at Bupa,it’s a very authentic ambition and design. It plays through in the shape of our enterprise and the Connected Care program as we align around the customer. It requires true cross-functional capability.”

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