Intellectual Capital

Bupa Arabia looks to the future to provide better healthcare by focusing on digital innovation and personalization. We have revitalized our core value system in order to be more relevant within a digital landscape.

 

The new Bupa Brand Identity (ID) focuses on being digitally-led, accessible, and locally-relevant. Our revised purpose “helping people live longer, healthier, happier lives, and making a better world” is not just a philosophy meant for the betterment of our people, but also a promise to sustainably fulfil the health and well-being requirements of our society.

Intellectual capital consists of both the tangible and intangible aspects of a business such as improvements made to products, brand identity, and research and development. In the context of Bupa Arabia efforts made to revitalize the brand and improve the Company’s digital capabilities played a vital role in the developments made to its Intellectual Capital during the year. The Company also uses powerful analytics to gather the feedback it receives from customers to fine-tune processes and upgrade products.

Brand-building

Our new logos

The logos created for the Company and Bupa Ventures communicate the Company’s global outlook and relevance within the Kingdom.

 

 

Our Brand Proposition

During the year, we developed and deployed our brand proposition across the organization that focuses on our key differentiated services and leverages our digital capabilities as a competitive edge.

Bupa Click, Bupa Tebtom, Bupa Rahatkom, Bupa Live Right, and Global Expertise cater to different customer segments whose requirements are diverse and require speedy and digital services. Moreover, these digital solutions provide members with a variety of touchpoints and help them receive the continuous care they need.

Marketing Campaigns

During the year, we successfully completed a number of digital campaigns and events to steer the brand.

The key messages which were communicated through the campaigns are:

• Pioneering digital experience
• Trusted healthcare specialist
• Caring experience at hospitals through Rahatkom
• Possesses international expertise
• Focus on digital sales

Large-scale Campaigns

Bupa Arabia set out to change the course of progress by organizing a number of large-scale campaigns in 2021. These campaigns were strategically planned for a kingdom-wide takeover by making use of specific targeting and a range of communication tools.

1. The Tebtom Digital Mega Campaign

The 3600 campaign incorporated TV, digital banners, social media, SMS, and EDMs. The campaign gained 8 million views through all channels during the campaign period.

2. Real Madrid Sponsorship

This helped the brand reach the milestone of 1 million in engagement through its marketing and communications campaign that included, TV, outdoor billboards, social media, internal comms, and publicity provided in health lounges and on health kits.

3. Bupa Live Right Activities

About 200 "Live Right" activities were completed across all regions. These included health lounges, mental well-being camps, prevention, fitness, and weight loss programs.

Year-long Campaigns

Our strategy this year was to build on the awareness that people have about us, subsequently generating increased levels of engagement on our online platforms. In pursuit of this objective, we used content that was relevant on each platform in order to resonate with our target audiences. Through comprehensive study, we have learned that visuals with a human element and minimal text, and video campaigns had a better impact on our audience. This insight gave us the edge we needed in order to optimize our media spending and user journey.

Digitally-powered Healthcare

The role of digital transformation is to create powerful platforms using the latest technologies to shift members and employees using traditional methods and channels to digital solutions. In 2018, Bupa Arabia embarked on a massive digital transformation strategy to digitize their services. We designed a framework that consists of four main pillars; Customer Experience, Efficiency and Automation, Provider Integration Platforms, and Big Data and AI.

Digital Initiatives in 2021

2021 was a pivotal year in terms of digital transformation for Bupa Arabia as it delivered on its road map, in turn reflecting its strategy to provide solutions that deliver on the framework pillars.

Having enhanced the customer experience, Bupa Arabia accomplished major growth in digital sales. The digital sales platform was revamped and automated to reduce fields, increase fetch and autofill data, and provide on the spot quotations for a seamless purchasing process. Three new products were also added to give customers more options and to increase the Company’s revenue.

Our Accomplishments in 2021

• Reached 1.7 million app downloads with 4.5 rating and over 26 million transactions. Shifted 60.37% of Tebtom requests and 62.8% of claims submissions to the mobile app.
• Implemented NPHIES seamlessly, Bupa Arabia was a leading insurance company in its implementation and utilization.
• Telehealth gave members access to more than 300 doctors for Telemedicine in 30 areas of specialization.
• Digital sales platform automation
• Increased our eSat score to 86 – it is 6 points higher than 2020s eSat of 80 points.
• Introduced an IT Service Management (ITSM) NPS score for our employees to measure and level up the service level. The ITSM NPS score is 70% while we continue to bring more enhancements to the way we serve our internal customers.

Our Impact

a. Mobile app

Major initiatives under the mobile app project that were implemented in 2021 such as the Telehealth platform and the release of the Electronic Health Record (EHR) allow members to book appointments at major healthcare providers and to conduct end-to-end Telemedicine services with certified and high-quality doctors. Members can now receive their prescription, lab results and upload medical documents in the EHR. This played a major role in improving the customer experience and efficiency where our NPS scored 76 on app with an average rating of 4.5/5. This also improved the service delivery times and reduced the waiting times at hospitals.

b. Pharmaceutical Benefits Management (PBM) system

• Reduce the drug spending within prescription
• Help patients achieve better health outcomes through greater access to appropriate medications

c. NPHIES hub for data exchange – integration with providers on eligibility, claims, and pre-auth

• Completed core system development and integration to NPHIES platform
• Certified on eligibility, claims, pre-auth, and payment reconciliation

Addressing Cybersecurity

Bupa Arabia has met all cybersecurity requirement mandated by SAMA. We have also received the Aramco Cybersecurity Compliance certificate. Moreover, we are in the process of getting the ISO 27000 certification for Information Security Management Systems.

The benefits of meeting these requirements

• Keeps Bupa Arabia safe in terms of data, systems, and people.
• Getting IT ISO27K certified will not only enhance and strengthen Bupa Arabia’s stance with key clients, but also in the overall market as being one of the few certified enterprises for Information Management Systems.
• The Aramco Cybersecurity Compliance certificate demonstrates the level of IT systems and security resilience available to support the TPA business.

Digital Initiatives to be Undertaken in the Future

• Expand the electronic health records
• Release the medical chatbot
• Release symptom checker
• Expand our Telehealth platform
• Launch the new Bupa Arabia website
• Provide an end-to-end digital sales journey on the mobile app
• Provide digital solutions for SMEs and corporate businesses
• Increase digital adoption rates on all fronts
• Continuously build digital top-ups including network upgrades