Bupa Hong Kong records over 70 percent growth in new medical policies for 2008
New 2009 TV commercial highlights the health insurance specialist image

Bupa Health Insurance (Bupa Hong Kong) announced strong year-on-year growth for 2008, with new policies and customers numbers up 75 percent and 74 percent respectively, taking total customers numbers to more than 180,000. In particular, Bupa Hong Kong’s group medical insurance business staged a stellar performance by growing nearly 100 percent. In the fourth quarter of 2008, Bupa Hong Kong had significant growth in new total policies, up 22 percent year on year, bucking the adverse impact of the global financial crisis.

Business growth fueled by improved awareness for both its no pre-payment medical card and the Bupa brand name

The Bupa HealthCare Card launched early last year had an excellent reception from the market which has directly benefited sales. To support the launch of its no pre-payment medical card, Bupa invested in a series of light-hearted and humorous TV commercials so that more people would be aware of its comprehensive medical protection and services. According to the Bupa 2008 brand awareness survey, total brand awareness amongst respondents is higher than 2007, and top-of-mind awareness, in particular, has doubled. It is evident that the advertising strategy was effective.

Ann Coughlan, managing director of Bupa Hong Kong, commented, "Despite the onset of the global financial crisis, 2008 was a strong year for Bupa Hong Kong. I extend my sincere gratitude to all our staff for putting in their best efforts. The success of the Bupa HealthCare Card is a great motivation for us to develop more products and services that cater to our customers’ needs. In the past year, we continued to improve service quality and opened up a new distribution channel. This, coupled with effective advertising to enhance the Bupa brand, has resulted in encouraging business growth. Our group business in particular recorded impressive growth of nearly 100 percent. Now, in addition to large international and local organisations, many SMEs chose Bupa’s medical protection for their employees last year."

Stable development in three key areas
New TV commercial highlights the health insurance specialist image

Looking at 2009, Ms Coughlan commented: "While we expect the financial crisis to have a further impact on the economy in general this year, we are confident about the overall medical insurance market. Since Bupa focuses on medical insurance without engaging in any investment-linked insurance business, our sales results have not been affected by economic downturn. Moreover, Bupa is a provident association and not a publicly listed company. For this reason our financial stability has no correlation to the equity market, and we are not required to take high-risk investments for the sake of short-term shareholder benefit. Instead, we are able to re-invest our surplus back into our business, allowing us to maintain a healthy vision and look after the long-term interests of our customers."

"Bupa Hong Kong aspires to progress in three areas this year. We plan to launch unique new products and continued efforts will be made to promote Bupa’s brand. We will also enhance customer satisfaction by improving customer service. On the front of brand awareness promotion, we have just launched a new TV commercial series. We hope to further enhance Bupa’s image as the health insurance specialist", said Ms Coughlan.

Bupa’s new TV commercial "No additional individual loading" is an episode of a series titled "Bu Pa". Delivered in a light-hearted and witty mood, it stresses the advantage of a Bupa policy: no extra premium after claims. The homophonic pun of Bu-Pa in Putonghua is an effective way to make the audience remember Bupa. This TV commercial will run for four weeks on all major TV channels.