While Bupa, one of Australia’s largest healthcare companies is renowned for their health insurance, their modern GP clinic in Sydney CBD, open to the general public, wasn’t getting enough traffic. With the launch of their second clinic pending, they identified the need for a digital strategy and campaign to boost the level of appointments, highlight the benefits of choosing their GP clinic, remove the perception that Bupa is only an insurance provider and at the same time build a profile and promote awareness of their new clinic.
In our first engagement with Bupa, we were tasked with overhauling the digital experience for Bupa Medical, a premium GP offering to be rolled out across Australia.
Our UX and design team worked closely with Bupa and their in-house IT teams, combining online analytics with offline research, including focus groups and in-store visits and identified an updated website as being key to increasing traffic, usability and conversion.
Using our DCX methodology, we identified the core drivers for customer acquisition and developed comprehensive search and discovery strategies that would generate awareness, improve Google visibility and create a high quality digital presence and identity for Bupa Medical. Our primary focus was to advance users through the online booking process. While our secondary focus was to present a professional but personal corporate image (consistent with the Bupa brand) to potential clients who may be hearing about Bupa Medical for the first time.