Bupa HK offers affordable outpatient care with Blua Health Pass

Bupa Hong Kong has launched Blua Health Pass, a subscription-based outpatient healthcare solution designed to deliver accessible local care, within its AI-powered app Blua Health. 

The new feature is designed to meet the evolving needs of customers in the region and aims to empower individuals to manage their health with ease, flexibility and affordability.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Bupa said that the app update complements Bupa’s core values of “Brave, caring and responsible,” delivering through a distinct visual language and an intuitive user experience.

This update follows several previous enhancements to the app. With plans starting from HK$250, Blua Health Pass connects customers to preventative care that meets the everyday wellness needs of today’s workforce and health-conscious individuals, offering seamless access to a wide range of outpatient services across digital and physical touchpoints. Customers can also track health progress, complete health missions and receive personalised wellness recommendations.

To promote awareness of both the brand and the app, Bupa launched a limited-time Connected Care Expo in Causeway Bay in October 2024, bringing immersive healthcare engagement, innovative use case demos, and health tech previews to customers in the heart of the city.

“During the campaign, we leveraged the latest AI tech and created an ‘AI health care pilot’ by collaborating with Hong Kong DJ AhJeng. We transformed AhJeng into an AI-powered, life-sized 3D projection that interacted with pedestrians and played mini-games, sharing information about Bupa while also driving footfall to the expo,” the spokesperson said.

Beyond on-the-ground activations, the campaign utilised outdoor billboards, public transport advertisements, YouTube video ads, online programmatic advertising and social media ads to reach its target audiences.

Earlier, in March, Bupa collaborated with Blacks Sevens and the Black Ferns Sevens to launch a global initiative named “Healthy cities,” which aimed to inspire people across Hong Kong to take small, daily steps toward better health.

“We proudly welcomed the All Blacks Sevens and Black Ferns Sevens to the city’s Hong Kong Sevens, which reinforces our commitment to celebrating teamwork, and the importance of health and wellness in collaboration with New Zealand Rugby (NZR),” the spokesperson added.

Initially launched in 2023, Blua Health serves as the digital gateway to a seamless healthcare journey. In 2025, Bupa is enhancing the app with new features, including eBooking, ePharmacy, AI CardiacScan and more, enabling users with easier access to their health data and physical health services.

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