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Defining the brand identity and the service offerings for CUF’s Proximity Clinics
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| 6.84 MB | Adobe PDF |
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Resumo(s)
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 trust, empathy, and accessibility—aligned
with Kapferer’s Brand Identity Prism and Keller’s brand element principles—under CUF’s house
of brands, the clinics aim to improve healthcare access and reduce delays. A phased five-year
expansion will ensure sustainable growth and long-term impact.
Descrição
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CUF Proximity clinics Primary care solutions Routine and preventive care Minor emergency care B2C marketing Integrated marketing communications plan Value-based pricing Accessibility House of brands 5-year expansion plan Kapferer’s brand identity prism Keller’s brand elements Trust and empathy Brand loyalty