Velosa, JorgeMarques, Mariana MatosoDinis, Mariana Dias2026-02-122026-02-122025-01-282025-01-28http://hdl.handle.net/10362/200346This 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.engCUFProximity clinicsPrimary care solutionsRoutine and preventive careMinor emergency careB2C marketingIntegrated marketing communications planValue – based pricingAccessibilityHouse of brands5 – year expansion planmaster thesis204128617