Case study
[Africa]
Bupa Global
Managing market entry for Bupa Global into Kenya
Managing market entry for Bupa Global into Kenya
When Bupa Global prepared to enter Kenya, it faced one of Africa’s most complex regulatory and communications environments. The company needed to manage confidentiality, align messaging across global and local teams, and introduce itself to a new market with sensitivity and confidence.
Woodrow Africa was engaged to design and deliver a full market entry communications strategy that would launch Bupa’s Kenyan operations, protect its reputation, and build trust among regulators, partners, and the public.
Client background
Bupa Global is one of the world’s leading international health insurers, serving customers in more than 190 countries.
The company’s entry into Kenya marked a strategic expansion into a fast-growing regional healthcare market. Success required clear positioning, careful management of regulatory relationships, and a communications approach rooted in local understanding.
The challenge
The Kenyan market presented unique challenges. Regulation was tight, and media speculation was common. Bupa needed to keep information confidential while preparing for a complex launch that involved government engagement, sensitive stakeholder management, and strong public scrutiny of multinational businesses.
At the same time, Bupa’s messaging needed to feel local. The goal was to present the company not as a foreign entrant, but as a long-term healthcare partner committed to Kenya’s growth.
Solution implementation
Intelligence, planning & crisis preparedness
Conducted government and stakeholder mapping to identify potential risks and opportunities within Kenya's regulatory and political landscape.
Developed a leak and scenario plan to manage premature disclosures and media speculation.
Established a crisis preparedness framework, including rapid response protocols and pre-approved messaging to maintain control if information surfaced early.
Advised global leadership on navigating regulatory sensitivities, ensuring all communications aligned with market realities and cultural context.
Localisation & stakeholder engagement
Localised Bupa's global hero messaging to reflect Kenyan values - focusing on access, trust, and community impact.
Ensured information travelled through the right channels, reaching key stakeholders including brokers, partners, and regulators.
Provided media and cultural training for global executives, coaching them on language, tone, and posture in a new market.
Led creative direction and photography to capture imagery that resonated locally - portraying Bupa as a committed healthcare partner, not a distant corporation.
Launch delivery & media relations
Managed full event logistics for Bupa's Nairobi media launch, coordinating with government representatives, regulators, and the visiting global leadership team.
Rolled out a high-impact media campaign, achieving 30+ pieces of national coverage across major outlets including Business Daily, Daily Nation, The Standard, and leading TV and radio broadcasters.
Delivered CEO profile interviews across business and finance media, establishing Bupa's credibility and long-term commitment to Kenya's healthcare system.
Outcomes & results
Successful, confidential launch of Bupa Global’s Kenyan operations.
More than 30 national media stories across leading outlets.
Positive coverage sentiment framing Bupa as a partner in healthcare development.
Strong relationships established with government and regulatory bodies.
Ongoing media profile for senior leaders and continued support for Bupa’s operations in Africa.
Client testimonial
"Woodrow’s extensive press network and strong media relationships were essential for the successful execution of our Africa launch.”
Nilanjana Ghosh - Head of Marketing, Rest of World, Bupa Global
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