How Bupa CEO Iñaki Ereño Energized a 100,000-Strong Workforce to Embrace Digital Health Transformation

When Iñaki Ereño became the Group CEO of Bupa in 2021, he stepped into a shifting healthcare scene. Bupa is not just a health insurer; it provides hospitals, dental centers, and global medical insurance, aiming to help people live “longer, healthier, happier lives.”

Ereño has a big task ahead: transforming Bupa into a faster, more agile organization. He calls this the “elephant strategy.” The idea? Wake the company from its slumber and get it running. With around 100,000 employees, he’s pushing for a business that listens to its customers and embraces digital tools. In his words, “The elephant is now running, and most people see it. We can’t let it fall asleep again.”

Ereño is passionate about the digital economy, believing tech will lead the future of healthcare. Bupa has embraced AI and developed Blua, a virtual platform that connects doctors and patients, making consultations quicker and more efficient.

In a recent interview, Ereño shared his journey from law to retail and finally to healthcare. He emphasizes that the world of healthcare isn’t just about profits; it’s about improving care delivery.

One of his proudest achievements? Ensuring Bupa employees have health coverage through Bupa itself. This required a significant investment but was essential for morale and engagement.

Looking ahead, Ereño sees the digital shift as crucial. Bupa’s recent AI developments aim to streamline doctor consultations. He envisions reducing patient wait times significantly, which boosts both satisfaction and efficiency.

In a broader context, the influence of digital technology in healthcare is staggering. A report from the World Health Organization notes that digital health solutions could save the global economy over $100 billion annually. This aligns with Ereño’s belief that a digital-first approach enhances patient care.

Ereño balances his professional life with personal pursuits. He wakes up around 6 a.m., starts his day with coffee, and enjoys exercise, especially triathlons, which he often does with his son. He views sports as an essential part of his routine.

Even after hours, he stays connected to work, using digital tools to keep up with responsibilities. He doesn’t mind checking emails while on vacation because he enjoys what he does.

On a personal level, he seeks wisdom from a coach and values conversations with his son. Ereño admires companies like Amazon for their innovation and customer focus. His culinary tastes range widely, from steak to seafood, and he believes in treating oneself kindly, especially when it comes to food.

As the healthcare landscape continues to evolve, Ereño’s leadership at Bupa showcases the vital role of technology and a customer-first approach in shaping a healthier future.



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