With nearly four million customers in 190 countries worldwide, BUPA has extended its personal health service promise to its Web site with the development of myHealth.bupa.com. The company, which already has a robust Web site, wanted to leverage its strong brand and deliver personalised health information to visitors, making it easier for them to access a broad range of trustworthy health information and obtain expert answers to health-related inquiries.
Working closely with BroadVision, BUPA used BroadVision's One-to-One Portal to rapidly deploy a unique, personalised information service on budget, in just three months. BUPA's goal was to be first to market with a best-in-class service extension of its current Web site.
It wanted to communicate better with visitors, push information to multiple constituencies, and improve the experience for repeat visitors. Its aim was to learn more about which products and services were most important to on-line customers. The new portal service needed to complement other channels and ultimately integrate technically with its call centre and other Web collaboration tools.
The simple registration process is supported by the uncluttered delivery of myHealth.bupa.com. Ease of use and rapid access to accurate, personalised health information was essential and, according to BUPA, far outweighed the need for elaborate, response-degrading graphics and animation.
With over 20.000 pages of content on its existing Web site, and even more being created specifically for myHealth.bupa.com, BUPA needed an efficient solution that could integrate easily with its existing technical platform and content management tool and reward visitors who register with an ongoing wealth of new information just for them.
The new service offers information across four communities:
- Diet and nutrition: this community offers visitors guidance and motivation to help them obtain and maintain a healthy weight. From nutrients and plans for healthy recipes, users can also seek free advice from the Lighten Up experts.
- Maternity and child care: this community offers free, interactive advice from experts, designed to provide visitors with everything they need to be well informed during pregnancy and early parenthood. Information can be tailored according to the visitor's stage of pregnancy or parenthood.
- Stop Smoking: by registering here, smokers have access to information and experts to help them stop smoking for good.
- Fitness: this community offers visitors free, interactive advice from medical and fitness experts focused on getting and staying fit. It also offers information on a wide range of sports and their health benefits, as well as how to avoid common injuries.