Publicação
How to make Cuf better serve the silver segment
| Resumo: | 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 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. |
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| Autores principais: | Antunes, Inês Maria Moucheira |
| Assunto: | Communications plan Advertising Promotion Integrated communications strategy |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | 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 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. |
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