The character of Bruce was written with antagonistic characteristics, with his storylines often focusing on his rivalry with CEO Michael McKenna (Paul Gittins) and his attempts at taking over the hospital.

Shortly after he invested significant money into a new private ward and carried out a union vote to force himself in as Chief Executive Officer of the clinic.

The following year Bruce learned he was going to be a grandfather when his son Guy's (Craig Parker) girlfriend Carmen (Theresa Healey) fell pregnant.

Blackburn found portraying the character saw a negative response from the public due to his antagonistic manner, something he did not mind as it was expected.

[3] Michael Galvin (Chris Warner) found filming Bruce's final storyline that saw his health deteriorate, difficult, as his own father was going through a similar experience.