Bupa plots “digital transformation” of business

Bupa is overhauling its digital marketing and e-commerce strategy to put digital “at the heart” of its operations.

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The healthcare provider is stepping up preparations to launch several new ecommerce platforms. It will also look to develop its use of social media platforms such as Twitter and Facebook as well as mobile applications.

The changes, the company says, reflect the needs of the customers that are increasingly using digital channels for health information and customer service.

Steven Zuanella, ecommerce director for Bupa, says: “Our ambition is to place digital at the heart of everything we do.  This means transforming our business so that digital plays a key role in all of the services we offer, marketing, selling, and the provision of health information.”

It is currently looking to recruit a number of senior executives to develop the plans. A head of ecommerce development will “define, develop and drive strategic initiatives and propositions across the Group”, while a head of channels and insights will “develop and manage emerging digital channels, technologies and media”.

A head of ecommerce programmes will “manage the ecommerce project portfolio”.

The healthcare group, which employs more than 50,000 people, will be hoping that its plans for digital help boost revenues. Group revenue increased 9% to £7.6bn in 2010.

The company recently repositioned its marketing to emphasise the wide range of products and services it offers.

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