BUPA’s £300 dental offer: smart marketing or just another email you’ll ignore?

And so here it comes again - the £300 offer from BUPA - received because I am a healthcare policyholder (although a friend mentioned that she left BUPA 7 years ago and still had the offer - I don't know whether that's a dodgy mailing list or smart marketing?).

BUPA’s offer is a classic example of a business leveraging its existing customer base with a well-structured reminder that taps into both value perception and urgency.

By highlighting a £300 allowance for restorative dental treatments, they are not only reinforcing the benefit of their cover but also nudging customers/patients to take action.

The mention of crowns and fillings is strategic — these are treatments that many people either need or anticipate needing, making the offer feel immediately relevant.

However, the effectiveness of this message hinges on whether the recipient perceives genuine value. Will I (I'm probably a bad example), or any other recipient, feel compelled to act?

That depends.

Assuming I was still an IFA and not a dental business coach, if I had been putting off dental treatment or was unaware of this allowance, the email serves as a welcome nudge.

But if am already loyal to another dentist outside BUPA’s network, or if I find the process of booking cumbersome, the offer may not be enough to tempt me.

Mind you, if my wife wasn't a former dental hygienist and active dental charity worker, I might pass the email to her - "read this and thought of you."

From a business perspective, this is an intelligent approach to increasing patient engagement while ensuring that customers feel they are getting the most from their policy.

But does it spark action? That’s the real question.

Do you think this kind of offer is persuasive enough, or would it need to be framed differently to make it irresistible - a "no-brainer"?

Is there a version of this for independent practice owners?