How to expand CUF's offering to proximity clinics, ensuring sustainable client growth - defining the pricing strategy for CUF's proximity clinics

Velosa, JorgeMarques, MarianaAleixo, Maria Costa2025-09-122025-01-282025-01-28http://hdl.handle.net/10362/187833Portugal faces healthcare challenges with limited access to general practitioners, overcrowded emergency services, and delayed care. Primary research 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. This work examines CUF’s strategic pricing for these clinics, focusing on value-based pricing. It explores their impact on CUF’s market position and patient satisfaction, recommending the integration of proximity clinics into CUF+ plans to attract new patients, reduce entry barriers, and ensure sustainable growth while maintaining quality and reputation.engCUFProximity ClinicsPrimary Care solutionsRoutine and Preventive CareMinor Emergency CareB2C MarketingIntegrated Marketing Communications PlanValue-based pricingHealthcare pricingPrice penetrationPatient retention in healthcareHow to expand CUF's offering to proximity clinics, ensuring sustainable client growth - defining the pricing strategy for CUF's proximity clinicsmaster thesis203962087