Digital marketing: beyond the buzzwords

David Hirsch

Head of Financial Services

About Bupa

6mcustomers in Australia and New Zealand.

84,000employees worldwide.

18,000in Australia & New Zealand

customersWorldwide.

190countries.

32m

Longer, healthier, happier lives. +

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

Looks can be deceiving

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

Paid Search

• In depth keyword and market/competitor analysis across all products

• New keywords & landing pages

• Optimised channel performance –tagging/attribution/continuous/real time

Display/Social

• New creative

• Improved the quality and breadth of where we played

• New landing pages

• Real time performance optimisation

Retargeting/Awareness

• Commenced range of initiatives to build retargeting pool

Design/UX

• Implemented fully responsive designs from initial click through to the sales pathway.

With a focus on a mobile first mindset.

Content & SEO

• Commenced always on content, outreach and SEO program

Travel Insurance

CPA Improvement

334%

Pet Insurance

CPA Improvement

300%

Home Insurance

CPA Improvement

194%

Landlords Insurance

CPA Improvement

194%

In summary

• 20 -334% improvement on CPA’s across product lines

• More spend available for new initiatives

ProductCPA

ImprovementTravel 334%

Pet 300%

Motor 242%

Home 194%

Landlords 260%

Life 100%

Boat 21%

Caravan 36%

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?

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

What’s next..

CROSEO &

OUTREACH

Utility SXSW

“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.

uestion’s?