Claydon Heeley secured the business after a three-way pitch against OgilvyOne and Personal.
The agency has been briefed to develop direct response executions to promote Bupa's pay-as-you-go service. The service allows people without private medical insurance to use Bupa hospitals on an ad hoc basis. Procedures available include operations, diagnostic tests and MRI and CT scans.
The first campaign will involve direct mail, online and outdoor work.
David Ouston, the Bupa Hospitals direct marketing manager, said: "Claydon Heeley's approach neatly dealt with the different positioning between private medical insurance and our one-off payment models."
Ben McCormack, the Claydon Heeley business director, said: "This is a great service that takes out the stress and uncertainty of waiting for hospital treatments or tests."
The pitch does not affect Partners Andrews Aldridge, which handles the direct marketing for Bupa Healthcare.