BUPA replaces head of Wellness marketing

BUPA’s Wellness division has appointed Peter Smythe as head of marketing, following the departure of Tess Shaw.

Smythe was previously head of brand management for the BUPA group. He will report to BUPA Wellness managing director Catherine Brown.

Former BUPA Hospitals head of marketing Harriet de Swiet will replace Smythe as head of brand management for the group. She reports to Eileen Folan, brand and planning director for BUPA. BUPA Hospitals is looking for a replacement for de Swiet.

BUPA is the UK’ s largest private health insurer, its 2.6 million members making up almost 40 per cent of the &£15bn market. As well as providing insurance products, the company owns 40 hospitals, 230 nursing homes and operates business childcare services and travel agency services.

In July, BUPA launched a &£3m multimedia campaign to tell customers about its products and services. The campaign, created by WCRS, continues BUPA’s theme of using staff in advertising campaigns. The company is also expected to increase its direct marketing activity, following the launch of a Web portal earlier this year designed to improve the quality of its database.

The company recently acquired AXA Health in Australia, a division of AXA Asia-Pacific. The &£200m deal made BUPA the first overseas medical fund to invest in the Australian market.

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