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Project Manager : Project Manager Oct Nov 2012
challenging timeframes and changed circumstances at short notice. So there were all sorts of dimensions the team had to deal with," says Engels. For the most part, the change leaders were internally recruited and embraced their roles in the re-brand as part of their day job. " is helped because people understood the business and could engage quickly and unify the culture of the change program," he says. Extensive communication was critical to the project but presented its own challenge: some elements of the change were commercially sensitive and the team had to weigh up the commercial risk to changing the brand. "We didn't want to ag that earlier than we needed to," says Engel. "But at the same time we had to get everyone internally on board." e communication program touched key stakeholders including the government, regulators, thousands of corporate partners, brokers, more than 70,000 healthcare suppliers and more than 10,000 participating providers. Engel says the project has had a lasting impact on the people leading it in terms of their career and place in the business. "Everyone was proud to be a part of it and proud of what we achieved in the market place and for our customers.” ••• CRUNCH THE NUMBERS 88,000 The number of customers Bupa's business has attracted since the rebrand, according to the Private Health Insurance Administration Council. This is more growth than any other health fund. 70% The improvement in year-on- year market share to June 2012. 300 The number of people directly involved in the 18-month project. I'M PROUD OF THE WAY THE TEAM PULLED TOGETHER AND PULLED THE REST OF THE BUSINESS TOGETHER TO LEAD THE CHANGE HEARTS AND MINDS "[Our recent growth] would not have happened without the team having done such a fantastic job improving our brand proposition, engaging our people, stabilising our business and successfully launching to market. We have ambitions to grow even further and do even more -- there's lots in the pipeline," says director of group development Mark Engel. "People rallied around the Bupa brand. We were able to engage the hearts and minds of our people and the market." www.aipm.com.au Project Manager 21
Project Manager Aug Sept 2012
Project Manager Dec Jan 2013