Bupa: Personalizing healthcare journeys with Pega Customer Decision Hub
Cross channel service message boost
Increase in audience reach
Increase in proposition uptake
The Business Issue
Bupa, a global healthcare provider, operates in a fast changing healthcare environment where customer expectations, care models and digital behaviours continue to evolve.
While Australia’s healthcare system is among the strongest globally, it faces increasing pressure from healthcare inflation, an ageing population, rising chronic disease, and higher service utilization.
At the same time, the healthcare sector is modernising rapidly through digital health tools, community based care models (such as hospital in the home), and increased use of AI and data driven care.
These advances create better outcomes for customers but also introduce challenges around system integration, privacy controls, and customer adoption.
Within this context, Bupa recognised that its traditional, reactive engagement model could not consistently adapt to individual member needs in real time.
As its service offerings expanded across insurance, health provision and digital care, Bupa needed a more scalable way to engage members with relevant, timely and trusted communication, without relying on manual processes.
At the core of the challenge was trust: ensuring members felt Bupa was supporting them throughout their health journey, not just processing claims.
The Solution
Bupa’s strategic ambition is to be the most customer centric healthcare company in the world.
To achieve this, the organisation set out to make healthcare more personalized and proactive, at scale, while maintaining a high quality customer experience.
Working with Pega, Bupa introduced a Customer Engagement Engine powered by Pega’s Customer Decision Hub. This capability enables Bupa to engage members across seven channels and communicate with them in the ways they prefer to receive information.
The solution allows Bupa to act in real time, delivering the right message, through the right channel, at the right moment.
As the decisioning model learns and adapts, it continuously improves the relevance of propositions and offers, ensuring customer needs remain central to every interaction.
This approach supports more proactive and preventive healthcare, helps members better understand and use their benefits, and makes managing health simpler and less stressful.
The Results
Since implementing Pega’s Customer Decision Hub, Bupa has seen measurable improvements in both reach and engagement:
- Service message reach increased by 195%, expanding engagement from a single channel approach to a true multi channel experience.
- Engagement levels doubled benchmark performance across many propositions, demonstrating that personalized, contextual messaging is resonating with members.
- In dental healthcare journeys specifically, Bupa achieved a 375% increase in audience reach and a 2× increase in proposition uptake.
These outcomes, combined with strong customer feedback and improvements in Net Promoter Scores (NPS), highlight the positive impact of delivering relevant, in the moment experiences.
The transformation has strengthened member trust and reinforced Bupa’s ability to engage customers in meaningful ways throughout their healthcare journey.
Decisioning done in real time.
Hyper-personalizing every digital touchpoint.
“We've seen great success with just that shift from product to customer [centric approach], trusting the data. And [Customer Decision Hub] has been the key for us in unlocking that as the organization.”