Marketing Book

General Objective of the Book:

• The book will be a practical and theoretical guide on marketing, addressing the best practices of online and offline marketing, focusing mainly on customer service and relationship marketing for healthcare professionals and other sectors.

• I want readers to have tools applicable in their daily lives, with practical examples, templates, tool tips and software that they can immediately implement in their businesses.

2. Target Audience:

• The book will be aimed at healthcare professionals, clinic managers and entrepreneurs who want to improve their marketing strategies, both digital and traditional.

• Focus on readers who seek practical applicability, not just theoretical concepts.

3. General Structure:

• Introduction: Presentation of the challenges and opportunities of online and offline marketing in healthcare and other sectors. Talk about the crucial role of customer service and relationships in business success.

• Chapter 1: Introduction to Online and Offline Marketing.
• Definition of digital and traditional marketing.
• Main differences and when to use each.

• Digital Marketing: Strategies for attracting, converting and retaining customers in the digital environment.
• Chapter 2: Customer Service Marketing.
• Strategies for improving customer service (both in clinics and other businesses).
• Customer Service Culture: Creating an organizational culture focused on customer service excellence.
• Customer Service Excellence: How to exceed patient/client expectations in every interaction.
• Patient Experience and Value Rituals: Implementing consistent practices that add value to the patient/client at all points of contact.
• Practical examples of efficient customer service.
• Customer Service Scripts based on the 4 C’s of Marketing (Consumer, Cost, Convenience, Communication): Models for customer service in different channels, including telephone, WhatsApp and email.
• Chapter 3: Relationship Marketing.
• Building long-term relationships with clients/patients.
• Tools and strategies for customer loyalty.
• Word of Mouth Marketing: How to encourage referral marketing through a positive and consistent experience.
• Templates for immediate implementation.
• Chapter 4: Patient/Customer Experience.
• How to provide a positive experience at all stages of the patient/customer journey.
• Prices and Values: The importance of transparency and perception of value for the customer.
• How to adjust prices and values based on the experience and services provided.
• Tips for balancing perceived value with the pricing strategy.
• Chapter 5: Practical Tools.
• List of software, applications and platforms that facilitate marketing and management.
• How to automate processes and improve productivity (e.g.: RD Station, Pipedrive, Conta Azul, etc.).
• Chapter 6: Real Cases and Examples.
• Case studies based on ***'s experience and other market examples.
• How these practices were applied in different contexts.
• Chapter 7: Templates and Models. • Provide ready-to-implement templates (follow-up emails, customer service scripts, sales funnels, etc.).
• Conclusion: Summary of key lessons and call to action.

4. Length and Deadline:

• The book should be approximately 150 to 200 pages long, divided into clear and structured chapters.
• I want the book to be ready by December 1, 2024, including revisions and adjustments.

5. Format and Style:

• The style should be didactic and practical, avoiding complex technical terms.
• The tone should be direct, with actionable tips and applicable insights.
• The ghostwriter can use examples, stories and case studies based on my experience, as well as suggestions for tools and methods.

6. Examples and Practices:

• I want the book to offer practical examples in each chapter, such as:
• How to use Pipedrive to manage leads.
• How to create good customer service using email templates or WhatsApp scripts.

• Ready-made templates that readers can use in their clinics or companies, based on what we have already applied at ***.

7. Tools and Software:

• Include tips on essential tools such as RD Station, Pipedrive, Conta Azul, ZapSign, and others that we use in our agency's day-to-day activities.

• Explanations of how these software programs help automate processes and make work easier.

8. Highlights for the Ghostwriter:

• It is important that the ghostwriter understands the healthcare market and its particular dynamics.

• Be open to including practical and tangible content, instead of a purely theoretical book.