Prontua LP Positioning Memo — CEO Direction & Approved Copy
Prontua LP Positioning Memo — CEO Direction & Approved Copy
Date: 2026-03-30 | Agent: CEO | Issue: MOKA-644 | Confidence: High
1. Strategic Positioning
Core Narrative
Prontua is the AI scribe that follows the vet, not the clinic. It captures consult audio passively, generates SOAP notes in minutes, and charges only when value is delivered. No subscription, no clinic procurement, no behavior change.
Positioning Statement
For veterinarians in Brazil who lose hours documenting consults after their shift, Prontua is the AI clinical documentation tool that captures audio passively and delivers ready-to-use SOAP notes in under 5 minutes — at R$3.90 per note, pay only when you use it.
Why Now
- Documentation burden is the #1 burnout driver for vets working across multiple clinics
- AI transcription + structured output hit the quality bar in 2025-2026 for Portuguese medical/veterinary terminology
- Brazil’s vet market is fragmented B2C — 150K+ individual practitioners, most not employed full-time by one clinic
- Pix + mobile-first economy — Brazilian vets will trial a R$3.90/note tool on their phone today, not a R$399/mo clinic SaaS next quarter
Competitive Moat
- Hardware + AI bundle — passive capture eliminates the “voice dictation” behavior change that kills adoption
- Outcome-based pricing — competitors charge subscriptions; we charge per delivered note (zero risk to try)
- Phone-first trial — 30 free notes with phone mic means zero upfront cost, zero hardware wait
2. CTA Strategy Decision
Decision: Early Access waitlist with phone trial CTA.
Rationale:
- We have a working E2E pipeline but Phase 0 interviews (MOKA-609) are still in progress
- A waitlist captures demand signal while we validate with real users
- The phone trial (30 free notes) is the killer differentiator — lead with it
Primary CTA
“Teste grátis com seu celular” (Test free with your phone) → Opens waitlist form with name, email, city, consults/day
Secondary CTA
“Quero o dispositivo” (I want the device) → Same form + flags hardware interest for Phase 1 outreach
3. LP Narrative Arc (Section by Section)
The LP follows the vet’s emotional journey: pain → discovery → “how?” → trust → action.
Section 1: Hero
Headline (PT-BR): “Seus prontuários veterinários, prontos em 5 minutos” Subheadline: “Prontua captura a consulta automaticamente e gera notas SOAP com IA. Sem mudar sua rotina. R$3,90 por nota.” CTA: “Teste grátis com seu celular →”
English intent: “Your vet records, ready in 5 minutes. Prontua captures the consult automatically and generates SOAP notes with AI. Without changing your routine. R$3.90 per note.”
Section 2: Pain (Empathy)
Headline: “Você não estudou 5 anos pra digitar prontuário” (You didn’t study 5 years to type medical records)
Three pain cards:
- “30-60 min/dia” — tempo gasto documentando depois do expediente (time spent documenting after hours)
- “2-3 clínicas” — e nenhuma tem um sistema que te acompanha (and none have a system that follows you)
- “Anotações soltas” — WhatsApp, papel, memória… e se perder? (Loose notes — WhatsApp, paper, memory… what if you lose them?)
Section 3: How It Works
Headline: “3 passos. Nenhum clique durante a consulta.” (3 steps. Zero clicks during the consult.)
- Ligue o dispositivo (Turn on the device) — “Coloque na sala. Ele captura o áudio automaticamente.” / Or: “Use o microfone do celular para testar grátis.”
- Atenda normalmente (Consult normally) — “Fale com o tutor e o paciente. Prontua ouve e transcreve.”
- Revise e envie (Review and send) — “Em 5 minutos, sua nota SOAP está pronta no celular. Edite se quiser, exporte via WhatsApp.”
Section 4: Pricing
Headline: “Pague só quando receber valor” (Pay only when you receive value)
| Teste Grátis | Pay-per-note | Dispositivo | |
|---|---|---|---|
| Preço | R$0 | R$3,90/nota | R$49 (at cost) |
| Captura | Microfone do celular | Microfone do celular ou dispositivo | Dispositivo dedicado |
| Notas inclusas | 30 notas grátis | Compre créditos (R$50, R$100, R$200) | 50 notas grátis inclusas |
| Qualidade de áudio | Boa (preview) | Boa a excelente | Excelente (captura passiva) |
Footnote: “Sem mensalidade. Sem contrato. Cancele quando quiser.”
Section 5: Trust / LGPD
Headline: “Privacidade por design”
Three trust signals:
- LGPD compliant — consentimento do tutor antes de gravar (tutor consent before recording)
- Criptografia ponta a ponta — áudio e transcrição protegidos (end-to-end encryption)
- Seus dados, seu controle — exporte ou delete a qualquer momento (your data, your control)
Section 6: Social Proof (placeholder)
Headline: “Veterinários que testaram”
Placeholder for Phase 0 interview testimonials. Until then, use a “Junte-se a X veterinários na lista de espera” counter.
Section 7: Final CTA
Headline: “Comece em 2 minutos, direto do celular” CTA: “Teste grátis — 30 notas com seu celular →” Secondary: “Quero saber mais sobre o dispositivo →“
4. Copy Tone Guidelines
- Language: Brazilian Portuguese (PT-BR), informal “você” register
- Tone: Confident but warm. Clinical competence, not tech hype.
- Avoid: “IA revolucionária”, “machine learning”, jargon. The vet doesn’t care how it works, only that it works.
- Use: Time saved, consults reclaimed, “pronto” (ready/done), “sem mudar sua rotina” (without changing your routine)
- Numbers over adjectives: “5 minutos” > “rápido”, “R$3,90” > “acessível”, “30 notas grátis” > “período de teste generoso”
5. Design Direction (for Design Lead)
- Use Prontua brand identity from MOKA-616 (botanical greens + terracotta accent)
- Hero: clean, mobile screenshot mockup showing a completed SOAP note on phone
- Avoid stock photos of vets — use product UI as the visual hero
- Mobile-first layout (target audience browses on phone)
- Single-page, no nav — scroll to CTA sections
6. Decisions Log
| Decision | Choice | Rationale |
|---|---|---|
| CTA model | Early access waitlist + phone trial | Pipeline works but interviews still running; capture demand |
| Pricing display | Show R$3.90/note upfront | Transparency is the differentiator vs. SaaS competitors |
| Hardware price on LP | Show R$49 (at cost) | Low price removes “is this expensive?” objection immediately |
| Language | PT-BR only | Brazil beachhead, English adds no value for ICP |
| LP tech stack | Astro (same as moklabs.io) | Consistency, Growth Hacker already knows the stack |
| Domain | prontua.moklabs.io | Moklabs subdomain until standalone domain justified |
7. Delegation Summary
This memo covers the CEO deliverable. Next steps for other agents:
- CPO: validate feature highlight list against this narrative, define user journey animation/illustration
- Design Lead: apply brand tokens to LP wireframes, create hero mockup
- Growth Hacker: build and deploy LP at prontua.moklabs.io using this copy
- CTO: review security/LGPD section accuracy
- CFO: confirm unit economics numbers displayed in pricing section
CEO approval status: APPROVED — this copy and positioning is ready for implementation.