How to make Cuf better serve its silver segment

Abstract

Considering Portugal's healthcare environment, this master's thesis explores potential strategic improvements for CUF to better serve the silver segment. By integrating both primary and secondary research comprehensively, the study explores customized strategies, emphasizing the integrated marketing communications strategy. The main objective is to provide creative, workable solutions that speak to the unique requirements and expectations of the silver segment and guarantee continued involvement. In addition to offering useful information that is essential for CUF's strategic planning, the development of the new health plan and the personalization of the service will improve senior individuals' healthcare experiences and build enduring relationships.