Publicação
How to expand CUF'S offering to proximity clincs, ensuring sustainable clint growth? - developing the communications plan for CUF's proximity clinics
| authorProfile.email | 8cmarianadinis@gmail.com | |
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | |
| dc.contributor.advisor | Velosa, Jorge | |
| dc.contributor.advisor | Marques, Mariana Matoso | |
| dc.contributor.author | Dinis, Mariana Dias | |
| dc.date.accessioned | 2026-02-12T17:18:12Z | |
| dc.date.available | 2026-02-12T17:18:12Z | |
| dc.date.issued | 2025-01-28 | |
| dc.date.submitted | 2025-01-28 | |
| dc.description.abstract | This thesis examines the strategic development of CUF’s proximity clinics, addressing market demand, consumer healthcare behaviors, and competitive dynamics. It explores accessibility challenges and patient preferences, identifying opportunities for differentiation and growth. The project proposes a phased expansion, ensuring sustainable implementation. This report develops a communications plan to drive awareness and adoption, leveraging digital marketing and targeted advertising. Key objectives include strengthening brand recall, building trust, and positioning CUF’s proximity clinics as a leading solution for accessible, high-quality routine care. | eng |
| dc.identifier.tid | 204128617 | |
| dc.identifier.uri | http://hdl.handle.net/10362/200346 | |
| dc.language.iso | eng | |
| dc.relation | UID/ECO/00124/2013 | |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | |
| dc.subject | CUF | |
| dc.subject | Proximity clinics | |
| dc.subject | Primary care solutions | |
| dc.subject | Routine and preventive care | |
| dc.subject | Minor emergency care | |
| dc.subject | B2C marketing | |
| dc.subject | Integrated marketing communications plan | |
| dc.subject | Value – based pricing | |
| dc.subject | Accessibility | |
| dc.subject | House of brands | |
| dc.subject | 5 – year expansion plan | |
| dc.title | How to expand CUF'S offering to proximity clincs, ensuring sustainable clint growth? - developing the communications plan for CUF's proximity clinics | eng |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Master’s degree in Management from the Nova School of Business and Economics |