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Bupa unites Global Broker Partners in Madrid to discuss future of healthcare

Challenge


The future of healthcare is being shaped by technology. But the decisions behind it are still made by people.

As the industry evolves, Bupa wanted to strengthen relationships with its most important broker partners and create space for meaningful conversations about where healthcare goes next.

That meant bringing senior leaders and brokers together from across the globe for an experience that informed, connected and reinforced the value of partnership.
 


Activation


We brought Bupa's senior leadership team and broker partners together in Madrid for the first Bupa Global Summit.

Over two days, industry leaders, healthcare experts and brokers came together to discuss the future of healthcare and the challenges shaping the sector.

The programme combined keynote sessions, panel discussions and shared experiences designed to spark conversation beyond the stage.

Sean Fitzpatrick and Tina Fordham shared their perspectives on leadership, resilience and global change. Guests explored the Bernabéu Stadium behind closed doors. And a live Haka provided a memorable close to the event.

Every detail was designed to create meaningful opportunities for connection between the people helping shape the future of healthcare.



Impact


The summit strengthened relationships across Bupa's broker network and created momentum that continued long after guests left Madrid.

Between February 2025 and February 2026, SME sales increased by 102%. The event achieved an NPS score of 4.9 out of 5, while summit content generated 75,318 social impressions and 25,520 engagements.
 

4.9
Event NPS score (out of 5)
25,520
Social engagements
30.3%
Social engagement rate
A spacious venue with an industrial atmosphere features a presentation stage adorned with a large screen displaying digital content. Attendees, seated in modern white and colourful armchairs, absorb insights during the Bupa Global Summit. Soft blue lighting accentuates the textured brick walls, creating a sophisticated ambiance.
A lively rooftop gathering with a panoramic city skyline in the background. Guests are mingling around elegant round tables draped in navy cloth, accompanied by modern chairs. String lights twinkle above, creating a warm atmosphere in the evening light.
An engaging speaker stands on stage at the Bupa Global Summit, illuminated by soft spotlights. Behind her, a large screen displays quotes, framed by an elegant blue backdrop. Attendees sit in a semi-circle on plush sofas, attentively listening in a stylish, contemporary venue with exposed brick walls.
An overhead view of an elegantly arranged conference space for the Blage Global Summit. A sleek, curved white sofa forms a focal point on a pale wooden stage, surrounded by low white tables. Comfortable seating in varying shades of grey and green is positioned in a semi-circle, enhancing the inviting atmosphere. Soft blue and white lights illuminate the brick walls, creating a modern yet warm environment.
A breathtaking sunset over a sprawling cityscape, with the sun's golden orb sinking behind distant mountains. Buildings, bathed in warm orange hues, create a textured skyline, interspersed with steeples and rooftops. The soft glow contrasts against the fading daylight, evoking a serene atmosphere.
An elegant display of flowers features vibrant blue hydrangeas, accented by yellow florals and lush green leaves, forming a striking focal point. In front, a bright blue sign with the Bupa logo and an invitation to stay connected rests on a sleek counter, enhancing the modern aesthetic.
A striking modern arena features a polished metallic exterior with smooth, curved lines and horizontal grooves, creating a dynamic visual flow. Large glass panels reflect sunlight, while pedestrians appear small against the expansive plaza, highlighting the building's grandeur.
A long wooden dining table elegantly set in a spacious, modern venue, adorned with delicate white orchids and glass tableware. The floor features colourful hexagonal tiles, while soft light filters through a canopy of greenery, creating a serene, inviting atmosphere.
A diverse group of adults, both men and women, stand with arms extended in a lively, interactive setting, surrounded by modern furnishings. They are engaged in a dynamic activity, with a backdrop of brick walls and ambient lighting casting a warm glow across the room.
Lizzie Hawes Event Manager
“I wanted to formally express our gratitude for the last few days on site. Only a couple of weeks ago, the event was at real risk of being cancelled altogether, we not only pulled it off, we delivered a truly triumphant success. Your whole team were fantastic on site and worked with us as a true extension of the Bupa Events team.

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