By Seb Joseph

Bupa is plotting a flurry of digital initiatives designed to harness behavioural change theories which help tackle health and wellbeing issues as it looks to shift perceptions that it is an insurance firm.

The organisation wants people to see it for what it truly is; a health provider. It has mapped out a 2020 vision to guide its transition and the latest step moves it into the unnatural marketing domain of behavioural science.

It is working with the Centre of Behaviour Change at University College London for the shift, formalising a two year relationship with the experts in the process. The tie-up Read full story ›

Source: The Drum