Market Research · Operations Plan · Product & Insights
How I'd launch and scale Terapia in Poland: where the market stands, an 8-week plan to hit 100 therapist activations per month, and what the product should look like next.
Who the competitors are, where the gap is, how pricing works, and three bets on what will make or break Terapia.
How to get from 20 therapists to 100/month in 8 weeks - the team, the funnel, the numbers, and what can go wrong.
How to listen to therapists and patients, what to build next, and a concept for what happens between sessions.
A new product line by ZnanyLekarz, separate from the core marketplace. Connects patients with psychologists for ongoing mental health care through survey-based matching.
Adults 18+ - anxiety, depression, stress, personal growth
Relationship and communication challenges
From age 7; 16+ book independently, under 16 with parent
Terapia is NOT another listing on ZnanyLekarz. Patients cannot browse therapists. The matching system decides - by design. This eliminates the “page rank” problem where the same top therapists get all the traffic.
Launched in Poland, December 2025. Expanding to Mexico and Spain.
Two problems ZnanyLekarz cannot solve in its current form:
259 pages of therapists in Warsaw on ZnanyLekarz. Patients don't scroll past page 3. The vast majority receive little to no traffic, while a few at the top are overbooked. Terapia eliminates this through matching - creating a fairer, performance-driven distribution system where every qualified therapist gets patients.
ZnanyLekarz is built for “find a doctor, book once.” Therapy requires weekly sessions with the same person over months. Patients who find a therapist for session #1 go off-platform for sessions #2-50 (WhatsApp, direct booking). Docplanner loses revenue from the highest-LTV patient type in healthcare.
~$386M
2024, ~1.8% CAGR overall
14%+ CAGR
$3.8B → $14.1B by 2034
12-18 months
Before Hedepy consolidates CEE
ZnanyLekarz's existing therapist database (supply pipeline without cold outreach), brand trust (100M+ monthly patient visits globally), and existing payment/booking infrastructure. No competitor can combine matching + ongoing care + cross-sell from an established healthcare platform at this scale in Poland.
| Company | Focus | Model | Therapists | Funding | Matching? | Threat |
|---|
Nobody in Poland owns “matched, managed, recurring B2C therapy” at scale. B2B is crowded, B2C is open. Terapia's structural edge - ZnanyLekarz's brand, patient traffic, and existing therapist database - is unmatched locally.
At 199 PLN/session with no subscription lock-in, patients can walk away at any moment. If matching produces bad fits, they churn after 1-2 sessions and CAC never recovers. The single most important early metric: what % of patients book session #3+ with the same therapist. That is the “aha moment.”
A bad restaurant on a delivery platform means cold food. A bad therapist means real psychological harm and reputational damage to the ZnanyLekarz brand. Quality signals must be defined and embedded into the recruitment funnel from day one - not bolted on after scaling.
Cross-selling from ZnanyLekarz gives Terapia a patient acquisition channel no competitor can match. But every therapist on Terapia's managed model is potentially one fewer paying for a ZnanyLekarz premium listing. Positioning: ZnanyLekarz = one-off consultations, Terapia = ongoing care. Complementary, not cannibalistic.
Total: ~2-3 hrs per successfully activated therapist. With drop-offs (~70% screening pass, ~80% activation-to-live), true cost is closer to 3-4 hours per activation.
First learn the process by doing it manually and documenting every step, then identify where the real friction is, and only then optimize with precision. We do not automate what we do not fully understand.
Directional, not final. The specific fixes come from actually doing the work in weeks 1-4.
Edit any green number to model different scenarios. Everything recalculates automatically.
| Stage | Conversion | Volume / mo | Min each | Hours / mo | FTE |
|---|---|---|---|---|---|
| Outreach | - | 35 | 0.2 | ||
| Screening call | % | 104 | 31 | 0.2 | |
| Activation call | % | 78 | 33 | 0.2 | |
| Profile completion | % | 62 | 10 | 0.1 | |
| First-session support | % | 56 | 14 | 0.1 | |
| Total | 56 | 123 | 0.8 | ||
Goal: Learning, not volume
Goal: Process improvements from real data
Goal: Full team, stabilized process
I'd rather build a machine that reliably does 100/month in month 3 and 200/month in month 6, than spike to 100 once and struggle with quality. Rushing creates existential risk for a mental health product.
Target team by week 6-8: 7-8 people + Market Launcher. Click any role to see details.
Pipeline tracker (one row per therapist, all funnel stages) + weekly dashboard (auto-calculated). AI augments with narrative summaries, trend analysis, anomaly flagging.
Docplanner has established CRM and data infrastructure. Migrate as process stabilizes. Benefits: cross-functional analysis, aligned reporting, solved compliance, replicable for international launches.
Principle: start with a spreadsheet, learn fast, then move to proper systems. Terapia is a product line within Docplanner, not a standalone startup.
People do two things: build relationships with good therapists, and make sure quality stays high. Everything else runs on AI, self-serve, and documented processes. Going from 100 to 500/month means hiring more recruiters, not scaling the whole team.
Therapists and patients don't want to fill forms. A 2-minute voice note after a session says more than a 10-question survey ever will.
Post-onboarding survey (after 2 weeks). Quarterly satisfaction survey: platform, patient quality, NPS.
Tap a button, speak for 60 seconds. AI transcribes, identifies themes, extracts sentiment, flags urgency. Zero friction.
Monthly 1:1 conversations with 5-10 therapists. WhatsApp community. Drop-off interviews for every churned therapist.
Post-first-session: 3 questions max. Post-session #3: deeper. Churn signal: no booking in 14 days → automated check-in.
“How was it? Tap to share.” 30-90 seconds. Captures emotional tone text misses. “It was fine” in flat voice = something is wrong.
Support ticket categorization. Behavioral signals: session frequency, cancellations, time-to-rebook.
Top 3 therapist issues, top 3 patient issues, what's changing, anonymized voice quotes, and one thing the product team should fix. Sent to the product team every Friday.
Not every problem needs engineering. Unclear instructions, FAQ gaps, confusing emails - fix within the week. Process changes take days, product changes take weeks.
Impact: how many users, how severely? Confidence: 1 complaint or 20? Effort: 2-day fix > 2-month rebuild. Score 1-10, multiply. Top items into monthly product request list.
A therapy session is 50 minutes per week - less than 0.5% of waking time. The therapist sees nothing from the other 99.5%. So every session starts with 10-15 min of catching up: “how was your week?” That's 20-30% of paid time spent on recap, not actual work.
“What was the most difficult moment today?”
AI transcribes, identifies themes, and flags what matters for your therapist
Breathing exercise (5 min) - Did you practice today?
Mood declining over 3 days
“I keep avoiding the conversation with my manager...”
Work-related avoidance patterns. Consider adjusting exercise difficulty.
AI helps the therapist do their job better - it doesn't replace them. Think dashcam for a driving instructor, not autopilot.
Connection to Docplanner: Noa already does this for doctors. Between-session companion = Noa for therapy. Same idea, different vertical - connects to the company's existing AI roadmap.