Bupa’s departing CMO John Moore sees even bigger shifts ahead as he takes on new UK role

December 9, 2016 3:15

Three years after taking the role of building the recently launched Bupa brand in the Australian market, chief marketing officer John Moore believes he has shifted the way consumers perceive insurance from merely paying for health care costs to being a partner in healthy life.

John Moore’s final task at Bupa in Australia will be completing the creative and media agency review.

Moore is moving to the UK where he will be charged with overseeing Bupa’s digital first strategy.

The former Australia Post, telco and bank marketer, said since taking on the role he had seen a complete shift in the way Australia’s biggest health insurer spoke to customers, and there would be an even greater shift as digital and Bupa-owned health care facilities became the brand’s major touch points.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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