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How to expand CUF's offering to proximity clinics ensuring sustainable client growth
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Portugal faces healthcare challenges with limited access to general practitioners, overcrowded emergency services, and delayed care. Primary research with consumers and healthcare stakeholders highlights the need for accessible primary care in Lisbon and Vale de Tejo. This project proposes launching CUF proximity clinics in Q3 2025, offering routine, preventive, and minor emergency care. With a brand identity focused on empathy and accessibility under CUF’s house of brands and a value-based pricing model, the clinics aim to improve healthcare access and reduce delays. A phased five-year expansion will ensure sustainable growth, supported by a client focused advertising strategy.
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CUF Proximity clinics Primary care solutions Routine and preventive care Minor emergency care B2C marketing Integrated marketing communications pla Value – based pricing Accessibility House of brands 5 – year expansion plan