Leading insurer wises up to ageing

If the latest campaign from UK insurer BUPA is anything to go by, the insurance industry may be getting to grips with the consumer-centric approach to the issues of ageing.

Bupa has launched a TV campaign that highlights how the private healthcare service goes “beyond” providing emotional and practical support with its elderly care programmes.

One Bupa exec explained that “With people’s expectations of healthcare providers changing, it is essential that they understand the breadth of our offering”.

The campaign also features a second spot focusing on its “cancer survivorship” .