For an alternative therapy clinic, we studied their strengths, weaknesses, opportunities and threats (SWOT). The target consumer was identified and analyzed for this type of therapies, obtaining answers through interviews and an online survey. In a second phase, we determined strategic and tactical options. Thus, it was possible to identify the targets, segments and positioning of the service. As for the brand, the physical and psychological identity was defined. Finally, a Marketing-Mix was developed focusing on the distribution and communication variables related to the clinic “Terapias Doces”, by Dr. Alexandra Martins.