Last week I was in Moscow. Yes, the famous -7 degrees, a cold where you think twice before even taking a breath! But when it comes to health tourism, neither snow nor ice could stop us. For me, the MITT Moscow 2025 fair was not just a trade fair; it was serious fieldwork through which we pried open the door to the Russian market.
Many health tourism companies from Turkey were there. Between B2B meetings and B2C encounters, we spent three days at an intense pace. The most important part for us was: the Hosted Buyer program.
Together with my partner M2.HTC, we brought truly "pinpoint" buyers to the market. And I can say this very clearly: Russia is hungry for health tourism. Very much so.
So Why Russia?
Think of it this way: there is an embargo. Many medical supplies and some advanced treatments are no longer available in Russia. And so the solution is: Turkey.
They trust our healthcare system, our price-performance balance is already excellent, and getting here is easy. In short, we are a perfect fit for them.
But it doesn't end there. The Russian market is not a "I'll run a few ads and they'll come" market. It's a market you need to know, whose language you need to speak, whose culture you need to feel — sometimes even negotiating over khinkali at Genatsvale. 😄
📍 A small note: walking through Red Square in Moscow, I thought to myself — health tourism takes more than posting on Instagram.
Let's Go a Bit Deeper: Russia Is Not Just Russia
Don't see MITT Moscow as merely "a Moscow trade fair." It is actually the threshold of a much bigger regional gateway.
Russia should not be considered separately from the surrounding Turkic republics and the Caucasus region.
Nearly 300 million people live in this region in total. And the vast majority of them access healthcare through the state system.
What does this mean?
Access to private healthcare is limited.
Appointment systems are slow, some treatment technologies are unavailable, and for those who want quality healthcare, the search for alternatives has become almost mandatory.
There Is Potential, but the Path Is Not Clear
Many people try to reduce this market to "we'll run some ads and they'll come."
But the truth of the matter is this:
The dynamics of this market are nothing like Turkey or Europe.
Some popular social media platforms are either banned or ineffective.
Google Ads exists, but its impact is limited. Yandex works instead.
Instagram and Facebook are restricted. Targeting has to be done through much more niche channels.
To be effective here, you need:
✅ Region-specific media planning
✅ A local influencer and content strategy
✅ The use of the region's own social networks (such as VK and Telegram) alongside traditional digital channels
✅ Key partnerships and connections on the ground.
And one more thing to keep in mind:
This market is still "trust-driven."
In other words, your content should emphasize expertise, trust, and transparency rather than glitter.
Even the tone of the language used in advertising makes a difference.
If You Want to Do Health Tourism, You Have to Know This Market!
Many companies now want to turn toward Russia or this region.
But the vast majority are still acting on "surface-level data."
Many invest without understanding this market. Even more start but cannot sustain it.
I have been collecting field data in this region for a long time, holding face-to-face meetings, and analyzing campaign performance.
And I can say this very clearly:
The way to succeed in this geography runs through strategy.
Results come not just from running ads, but from moving forward with the right setup, the right channels, and the right partners.
Do You Need Consultancy in This Market?
My short answer: Yes.
If you are thinking of entering the Russian market, simply translating your content and running Google ads won't cut it. You need a setup tailored to you, a targeted media strategy, cultural alignment, and, if necessary, local partnerships. So don't set out alone. I am here.
I have been inside health tourism for years, working with hundreds of campaigns, dozens of countries, and data from thousands of patients. But let's admit it, every market has its own chemistry.
We can write the formula that matches Russia's chemistry together.
Let's Work Together on the Russian Market
👉 Are you planning to open an office in Moscow?
👉 Do you want to advertise with Russian-language content but don't know how to start?
👉 Do you want to reach Hosted Buyer networks?
👉 Or are you just saying, "Emre, let's have a coffee, tell me about this Russia thing..."?
I'm in for all of it.
If you want to do health tourism, I come from inside this market. Let's grow this business together.
📩 If you want to get in touch with me, my inbox is open.
Health tourism is done in the field. Russia may be cold, but with the right strategy you can get warm results.
Next stop: Berlin! But that's the subject of another article. 😉
