"When Iñaki Ereño assumed the role of Group CEO of Bupa in 2021, the global healthcare landscape was being rewritten in real time. At the helm of a company serving over 60 million customers worldwide, Ereño faces the challenge of transforming a large and established organization into a faster, more agile, and digitally enabled provider of care. Ereño's mission? To wake the sleeping giant."
"Through what he calls the "elephant strategy," the 61-year-old CEO has sought to digitize the business, embed customer-centric listening (including 300,000 annual detractor calls), and align a global workforce of around 100,000 people behind a single agenda. "The elephant is now running and the majority of the people know the elephant is running. We keep reminding everyone: don't let the elephant go back to sleep," he says."
"A self-described "fanatic of the digital economy," Ereño believes technology will define the next era of healthcare. Bupa has accelerated its use of AI and virtual platforms such as Blua, launched initially in Spain, to connect doctors and patients digitally and make consultations faster, smarter, and more personal. In an interview with Fortune, Ereño discussed his evolution from lawyer to retailer to healthcare CEO, explained how his triathlon training anchors his leadership, and why, for him, productivity isn't just about profit-it's about delivering better care, faster."
Iñaki Ereño became Group CEO of Bupa in 2021 amid rapid global healthcare change. He leads a company serving over 60 million customers and employs about 100,000 people. The strategic aim is to transform Bupa into a faster, more agile, digitally enabled healthcare provider through an 'elephant strategy' that digitizes operations, embeds customer-centric listening including 300,000 annual detractor calls, and aligns the workforce behind a single agenda. Bupa is expanding AI and virtual platforms such as Blua to connect doctors and patients, speed consultations, and personalize care. Ereño emphasizes productivity as delivering better care, not only profit.
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