Abstract

Clinicians may have to adapt their online marketing and engagement strategies to convey messages regarding COVID-19 and telehealth appointments for current and potential clients. This study reports the results of a linguistic inquiry of ways therapists presented telehealth services, advertised on their professional websites in six cities in the United States, during the COVID-19 global pandemic. Results of the analysis indicated that while MFTs use positive emotional tone in their language, the authenticity scores were poor. Dimensions of Clout and analytical language scored high. This suggests that MFTs use language that is professional, but distant, or inauthentic. Implications are discussed.

摘要

临床医生可能必须调整他们的在线营销和参与策略，以便为当前和潜在客户传达有关 COVID-19 和远程医疗预约的信息。本研究报告了在 COVID-19 全球大流行期间，对治疗师提供远程医疗服务的方式进行语言调查的结果，这些服务在美国六个城市的专业网站上做广告。分析结果表明，虽然 MFT 在他们的语言中使用积极的情绪语气，但真实性得分很差。影响力维度和分析语言得分很高。这表明 MFT 使用专业但疏远或不真实的语言。讨论了影响。