The brand change will help make it easier for Bupa’s 3.5 million private health insurance members to understand where they can access better optical value and higher benefits, including a no gap range of packages.
Additionally, it will help highlight the breadth and range of healthcare services Bupa provides in Australia – which includes private health insurance, aged care, telephonic health coaching (Bupa Health Dialog), corporate health services (Bupa Wellness) and dental (Dental Corporation).
Bupa’s Director of Strategy and Business Development, Hisham El-Ansary, said he was confident the new optical positioning would help fast-track growth.
“The change to Bupa Optical will allow us to leverage the strength of the Bupa brand by making it a lot easier for members to understand where they can access improved value and reduced out-of-pocket costs,” El-Ansary said.
“Importantly, re-branding under one Bupa umbrella will also enable us to better integrate a member’s optical requirements into the overall ‘health experience’ we deliver.
“We have co-located a number of our optical stores within Bupa retail centres, and these have been well received by our customers. I am also excited by the prospect of walking into a major shopping centre and being greeted with two complementary Bupa outlets in close proximity.”
Bupa Optical operates 26 full-service optical stores throughout New South Wales, Victoria, Queensland, Western Australia, South Australia and Tasmania, as well as an online store. It also recently introduced a mobile optical service for corporate partners and aged care homes. The brand change will take effect progressively over the next few weeks.
El-Ansary went on to say that increasing Bupa’s optical capability was an integral part of the business strategy and strengthening the group’s overall market position.
“This exciting change will make the breadth of our brand offering more visible, attract more customers, and help us achieve our long-term goal of becoming a healthcare partner to millions more people around the world,” he said.
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About Bupa Australia and New Zealand
Bupa Australia and New Zealand’s purpose is to help people live longer, healthier, happier lives. It provides health insurance, aged care and related services and complementary healthcare services through Bupa Care Services, Bupa Health Dialog, Bupa Wellness, Bupa Optical and Dental Corporation. Bupa focuses on providing sustainable healthcare solutions that represent real value, and on leading the industry in the promotion of preventive health and wellness. Bupa’s Australian and New Zealand businesses are part of the international Bupa Group, which cares for more than 13 million people in over 190 countries.