Komunikace platforem pro online terapii na sociálních sítích

This bachelor's thesis analyzes the marketing communication of online therapy platforms on Facebook and Instagram. The aim is to identify effective communication approaches used by selected platforms (Hedepy, Terapio, Mojra, and BetterHelp) and, based on their comparison and the target audience's perceptions, to propose recommendations for optimizing communication in this segment. The theoretical section defines barriers to entering therapy, the specifics of service marketing, and the ethical framework of mental health communication. The practical section employs a mixed-methods research design combining quantitative and qualitative content analysis of 320 posts with performance analysis based on engagement rate. The collected data were subsequently validated through six semi-structured in-depth interviews with members of the target audience. The research identified three dominant communication archetypes: "expert guide", "empathetic companion", and "raw authenticity". A key finding is the statistically significant correlation between the use of euphemisms and user engagement rates. Posts with more linguistically sensitive language achieve substantially higher organic reach. The analysis also identified a thematic gap: while the platforms successfully normalize mental health care, they almost entirely overlook barriers specific to the online format of the service. Validation with the target audience confirmed that visual style is the primary filter of trustworthiness, and that an ill-judged transition from an influencer's authentic message to a brand's conversion intent generates resistance among users. The thesis concludes with a set of recommendations for more effective and ethical communication in the online therapy segment.