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Excellence Award

“Driving Digital Transformation: Special Award
Growing our people through Bupa’s Digital DN@cademy” Excellence in Digital Transformation
Bupa (Asia) Limited

About Bupa and Quality HealthCare Medical Services Limited
Bupa is an international healthcare company serving over 31 million customers worldwide. Bupa strives to fulfil its purpose - helping people live longer,
healthier, happier lives and making a better world. In Hong Kong, Bupa is known as the health insurance specialist and gained the trust of more than
400,000 individuals and 3,200 companies. Bupa also provides primary care services through Quality HealthCare Medical Services (QHMS), one of Hong
Kong’s largest private clinic networks.

Objective
To uplift people’s digital capability and mindset through the Digital DN@cademy to become the world’s most customer centric healthcare company.
Design and Implementation
EP 00 Digital-DNA (Pulse check of digital literacy)
Digital awareness and capability of Bupa’s people are integral to the success in digital transformation. The design approach and findings were derived
from surveys focused on the concept of “Digital-DNA”, composed of two pulse check surveys by the selected providers to understand Bupa’s digital
ambitions, capabilities, and leadership effectiveness in the context of “new normal” for back-office staff in both insurance and health services business.
Bupa has adopted a blended learning approach and launched Digital DN@cademy in Q4 2021 with different episodes to address programme objectives
and to unlock its people’s potential.
EP 01 Learning & Development initiatives (Raising the awareness and staff engagement)
Bupa developed “Digi Express” to raise awareness and build digital capability mindset. Simultaneously, “HealthHACK program” is a cross-functional virtual
hackathon which was launched for high potentials to work with start-up / technology partners to bring insights to address Bupa’s business challenges.

EP 02 Digital DN@cademy (Capability building)
Digital DN@cademy has been designed and launched to strengthen digital mindset of the staff, adopting new ways of working and build an agile and
customer-centric culture. Bupa created three learning streams (Digital mindset & data analytical skills; New normal leadership / way of working and @gile
& customer centric culture) under Digital DN@cademy to against culture and capability needs with a future-back approach.
Measurement and Outcomes
Bupa has laid down four key measurements for the Digital DN@cademy evaluation.
1. Projects are customer-centric, driving positive customer outcomes – measured by the improvement of Customer Net Promoter Score (NPS) over
the period of the programme. An increase in NPS indicated that customers became more likely to recommend products and services of Bupa.
2. Cost/time savings metrics – measured by reduced time spent on product development and increased number of products launched in the market.
With agile ways of working, Bupa has developed many digitally enabled products and services in 2021 proven it is far more effective to adopt an agile
approach than using a traditional product development approach.
3. Employee engagement on individual and team level – an increase in employee engagement survey indicated that people love to work in Bupa
and they are pleased to participate in the digital transformation journey.

4. Improvement in revenue deriving from data insights – although Bupa has gone through multiple waves of the pandemic, it has an improvement
in revenue which shows Bupa is maintaining good progress in the digital transformation.
The “Digital DN@cademy” gained strong support from its people. The beauty of the programme lies in its strong linkage with staff engagement and the
outcomes Bupa achieved were evident for proving its effectiveness. The Learning & Organization Development team acted as a “hub” to connect different
parties (vendors, management, departments) to embrace digital transformation. It was seen as an exceptionally effective learning and development
intervention that is worth sharing with other parts of Bupa globally and the market.
Comments from Adjudicators
Based on thorough pulse checks, the strategic objectives of the programme were clearly set and defined. It is complimented as a continuous and forward-
thinking programme which aimed to creating a cultural change and leading a digital transformation in the group.
The spirit of the programme was well communicated and contributed to positive staff engagement. It achieved promising results with improvement in
revenue despite such challenging times during COVID-19.

Overall speaking, the “Digital DN@cademy” is a holistic approach - customer-centric as well as employee-focus connecting different parties to embrace
digital transformation; and enabling a win-win situation for its staff, clients and Bupa as a whole.

38 AWARD FOR EXCELLENCE IN TRAINING AND DEVELOPMENT 2022
AWARD FOR EXCELLENCE IN TRAINING AND DEVELOPMENT 2021

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