Bupa hires two senior marketers

Bupa, the UK’s biggest private medical insurer, has appointed two senior marketers following a recent company wide restructure into five strategic business units.

Howard Beveridge will take the newly created position of marketing and sales director for hospitals and health screening. Beveridge joins from Barclaycard, where he was head of product development. Prior to that he was at United Biscuits and Cadbury Schweppes.

Eileen Folan joins as head of marketing planning and intelligence – another new post – after 14 years as United Distillers’ head of consumer planning and research for Europe .

The Beveridge and Folan appointments follow that of Elaine Greenwood, the former Grattan customer and marketing director, who became marketing director for Bupa’s UK membership in July.

All three report to Pat Stafford, who was promoted from marketing director to group marketing director in July.

Stafford says the new marketing roles were created as a result of the recent reorganisation of Bupa into business units and group functions. She adds: “It shows Bupa’s increased emphasis on marketing to get our products out.”

The company was restructured to bring UK and overseas operations under the direct management of the new chief executive Val Gooding, who took over when Peter Jacobs retired in August.

The restructure involved splitting the company into five strategic business units – insurance, hospitals, care homes, the Spanish subsidiary Sanitas and new businesses including travel and dental insurance and overseas operations.

Bupa retained Ogilvy & Mather for its 5m advertising account following a review which was called after Stafford’s promotion. (MW 25 June 1998) It has also kept the “You’re amazing ” theme for its television advertising.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here