Job purpose
Creating and delivering impactful internal and external communication programmes that bring the Bupa brand to life by engaging all functions in the brand direction: what it means to be a “healthcare partner, providing expertise for life” – in terms of marketing activities and also more widely for people in the business, how we behave as partners and introduce the brand personality.
Main accountabilities
a. Brand Direction:
1. Define the end to end customer journey and customer touchpoints across the business (both on and offline), with prioritised ‘moments of truth’
2. Specify the desired customer experience at each journey stage to achieve a consistent, branded customer experience that demonstrates we are their healthcare partners for life
3. Enable the organisation to communicate the achieved standards of healthcare expertise and care for our customers by working cross-functionally with an ethos of mutual respect
4. Monitor delivery of the Bupa brand direction and customer propositions on an ongoing basis and recommend areas for improvement
5. Work with a cross-boundary mindset to ensure the brand direction is embedded in all aspects of the business with conducting training sessions, communication tools and collaterals
6. Develop a sustainable communications program addressed to various segments of relationship management – clients (DMU / GS) facing staff, customer services, pre-authorization team, doctor on phone, roving doctors etc.
7. Develop a sustainable communications program for Provider (Reception ./ member facing staff) for brand direction
8. Translate plans into effective activities which leverage our healthcare leadership credentials and demonstrate to our customers that we are their healthcare partners for life
b. Public Relations:
9. Manage relations with PR agency/ies and to build and deliver creative media plans that optimise efficiency and effectiveness
10. Development and maintenance of boiler plates and key messages outflow from the organization
11. Liaison with the management regarding policy on current affairs and message development accordingly
12. Effectively liaison with internal stakeholders and approving department for clearance of messages outflow from the organization
Requirements
Reporting to Head of Marketing, the position requires a senior level and experienced person leading internal and external communications including Brand direction and Public relations. The dimensions include liaison with management in policy development, communicating with concerned departments, development of messages and tool kits, conveying the same to needed parties- inside or outside the organization.
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