Launch of Bupa Rahatkom Program

The Bupa Rahatkom Program, launched in 2017, is a free service offering from Bupa that supports our members inside the top strategic hospitals to help ease their hospital experience journey. To date, the program has served more than XX million lives. Now, the Bupa Rahatkom Program is one of the key service differentiators for Bupa.

With its inception in 2017, apart from creating the brand identity, design system, and environmental branding, it was also my goal to build and strengthen its brand equity inside the hospital. Currently, we have around 60+ hospital delegate offices across Saudi Arabia dedicated to serving our members.

The branding strategy I implemented together with the operations and program services team was a success, it made competitors follow the same suit that resulted to make hospital branding a standard.

Rahatkom 1.0

This is the 1st launch of our Bupa Rahatkom stations. Directional signage and co-branded health-tips posters were spread across hospital premises. Delegates wore custom-branded uniforms to easily distinguish them inside the hospital.

Bupa Rahatkom 2.0

We revamped the entire brand identity kit of Rahatkom, from environmental branding to delegate uniforms and other communication materials, to make it more modern and premium.