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The focus of our technological evolution is to contribute to longer, healthier and happier lives for our customers. By staying ahead of industry trends, we aim to enhance the healthcare ecosystem, creating an environment that facilitates swift and efficient service delivery, and leverage technology in the fastest way possible, ensuring that our customers receive the care they need, promptly and effectively. Through strategic technological advancements, we are actively shaping the future of Bupa Arabia, prioritizing the well-being and satisfaction of our customers.
Our aim is to be more customer-centric and deliver services that meet the expectations of our customers. We have made significant improvements to our technology platforms, to provide a better experience for our customers. Furthermore, we have enhanced our internal processes through automation, added new services that improve the customer journey, and integrated features that support physical and mental health.
The intangible aspects of the business, including brand identity, product enhancements, and research and development, are all part of the intellectual capital component. Efforts to further build the brand and improve digital capabilities have come into focus, as Bupa Arabia looked to advance its intellectual capital during the year.
Our brand proposition
Marketing campaigns
Bupa with you – To promote our transactional services we created a series of videos to inform members on the multiple transactional services Bupa offers – under the slogan “Bupa with you”.
Large-scale campaigns
Bupa Arabia, a leading healthcare provider, is always keen to strengthen its position as a trusted and caring healthcare provider in the market. With this in mind, Bupa Arabia implemented several mega campaigns with a view towards boosting awareness of our brand.
1. Experience campaigns
A campaign was conducted covering Maternity, Child Vaccination and Chronic Care Management services, showcasing Bupa’s seamless journey from virtual consultation to medication delivery and home lab tests – all done from the comfort of your home.
2. Aspirational
Bupa Arabia’s Aspirational campaign seeks to adopt a deep emotional connection with its audience, positioning the brand as an example of trust and innovation in the healthcare sector, while ultimately improving the health and well-being of all people. Using a mix of traditional and digital channels, community engagement, and strategic partnerships, Bupa is beyond a health insurance policy which genuinely cares for our members – going above and beyond to cater to their needs.
3. Bupa Marathon
A key initiative under the Live Right program, Bupa Arabia hosted a marathon on 18 November 2023 in Jubail Industrial City, with the aim of promoting a healthy lifestyle. To support sustainability, Bupa donated 1,500 trees to the community across the kingdom in places in need.
Unique value proposition: Going beyond healthcare insurance, by providing services to help you live a longer, healthier, and happier life.
Key Message: With you in every moment
Tagline: With you for better health
Digitally-powered healthcare
Technology transformation is pivotal to Bupa Arabia’s overall business objective of caring for its members. Our technology strategy supports the business strategy and customer expectations of healthcare insurance, by understanding the business environment and long-term vision. By embracing diverse technology delivery models, making objective decisions, assessing and improving alignment, developing and implementing a road map and action plan, we adopt a customer-centric approach that differentiates and aligns the value proposition, customizes business processes and drives better value versus competitors. This not only improves customer experience and satisfaction, but increases efficiency and productivity, enhances innovation and competitiveness, and reduces costs and risks.
As part of our strategic vision for the future of the organization, we focus on data and analytics, security tools and protecting the core. We adhere to new regulations and insurance authorities, offer services that focus on the health state and journey of our members, and enhance our working model and ecosystem to ensure that we deliver technological services in the best and fastest way to our customers.
Digital initiatives in 2023
To appeal to a broad spectrum of clients, we expanded our range of services by introducing new features, including the Mental Health Podcast, a system for scheduling and managing blood donation appointments, and a symptoms checker. These enhancements were incorporated as part of an overall mobile app revamp. Additionally, our Tebtom services, accessible through the mobile app, provide valuable assistance to members on their healthcare journey.
Moreover, by integrating innovative healthcare technologies through unified communications and fostering a culture of ongoing improvement, Bupa Arabia has showcased its dedication to providing high-quality, patient-centric care. This commitment extends to remaining at the forefront of developments within the healthcare industry.
Our impact
Mobile app
We have revamped our mobile app with a focus on providing a seamless journey across all services. Our commitment to customer-centric innovation is evident in the introduction of new features such as member offer services: the Blood Donation Booking Appointments and Symptom Checker for comprehensive health assessment, and focus on member health state. Additionally, we have continuously improved our chatbot, by incorporating answers to frequently asked questions, reducing reliance on agents to a mere 15%. This not only streamlines internal processes but also enhances the customer journey, addressing both physical and mental health needs.
Robotic process automation (RPA)
Our RPA initiatives have undergone a transformative journey to ensure an exceptional customer experience and operational efficiency. The results speak for themselves: a staggering 3.7 million app downloads, an impressive net promoter score (NPS) of 79, and a stellar app rating of 4.4.
Technology collaborations and partnerships
The implementation of projects related to regulators in the existing applications has prompted our teams to explore automation. This initiative streamlines processes and establishes a robust foundation for operational efficiency, ultimately contributing to a safer and more effective healthcare environment for our Bupa clients. Technology advancing capabilities in infrastructure, security, policies, and procedures, have acted as the backbone for digital capabilities and delivery. Notably, centralizing the project management office (PMO) and development pipeline has contributed to value-based delivery, both for regulatory requirement deliverables and business projects.
Addressing cybersecurity
committed to cybersecurity, Bupa Arabia has implemented state-of-the-art solutions for both vulnerability management, and identity access management. Bupa Arabia has strengthened its data center fabric with a best-in-class network security firewall that protects sensitive data and enhances operational cybersecurity readiness, ensuring business resilience and reliability.
We have implemented the following cybersecurity measures and protocols to safeguard customer data and ensure the privacy of sensitive information:
Staying at the forefront of industry best practices, we have fortified our governance framework and achieved certifications in service management, quality management and the security landscape. These certifications underscore our commitment to providing secure, high-quality services that meet and exceed our customers’ expectations, and ensure the best healthcare experience and services for our members and stakeholders.
- ISO/IEC 20000-1:2018 certification for service management systems
- ISO/IEC 27001:2013 certification for information security management systems
- ISO/IEC 9001:2015 certification for quality management systems
- ISO/IEC/IEEE 90003:2018 certification for software quality management systems
- QS/ISO 10006:2017 certification for quality management in projects
- Data Center Certificate