Velosa, JorgePrinz, Johanna Charlotte2025-02-142024-01-122023-12-15http://hdl.handle.net/10362/179000Considering 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 customised 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. Lastly, the project is analysed and complemented by the theoretical implications of the STP process, brand positioning, the service mix element "people" and the 4 Pillars of Service ExcellenceengSegmentationTargetingPositioningMarketing mixPeoplemaster thesis203864492