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Big idea to commerical proposition

With a reputation for being forward-looking, BUPA seeks to recognise and respond to new consumer needs. Their innovation team identified an area that BUPA could address better than the current providers of similar services. The challenge for BUPA was to develop the idea from concept to offer.

To be able to better ascertain the idea’s commercial viability and excite others within the company, BUPA asked Engine to help structure and enrich the concept’s emotional and experiential dimensions.

Working closely with BUPA we mapped and analysed the idea’s issues and opportunities. This research helped us to see what the idea already consisted of, how the elements fitted together, and where the gaps were. We then filled the gaps and explored any missed opportunities.

In the subsequent design phase we structured the service proposition to align to key issues such as market context, competitive environment, target audiences, and the main functional and operational aspects of the offer itself.

Having helped to define and refine the new service opportunities, we were able to craft a presentation that illustrated the facts around the proposition, along with several of its potential scenarios in visually compelling ways. This engaging presentation captured and expressed the idea’s spirit and value in a way that could inform internal debate on how to widen BUPA’s folio of services.

It’s success in building enthusiasm among the Board and resonating in focus groups proves the commercial value of bringing ideas to life; from developing an initial concept to the point where it becomes a powerful motivating force for growth and competitive advantage.