Objective: to identify factors and barriers for the development of medical services export (MSE) in the Russian Federation (RF), to establish recommendations for its stimulation, and to promote Russia as an exporter of medical services in the international arena.Material and methods. An analysis of the practice of MSE organizing and regulatory documents of 2018–2021 was carried out, as well as the quantitative sociological survey of 184 doctors, healthcare managers and experts and the in-depth semi-structured interviews with 8 high-level healthcare experts conducted in 2020. The survey was performed using the “snowball” method. To increase the level of representativeness of the survey results, doctors, organizers and healthcare experts with current work experience in organizations and government bodies in the healthcare sector (Ministry of Health of the RF, Roszdravnadzor, Central Research Institute of Organization and Informatization of Public Health, etc.) were involved as respondents including practicing physicians and heads of medical organizations.Results. The aim of MSE state regulation and stimulation is to choose the optimal model for supporting inbound medical tourism (IMT) in the RF. At the moment, three models of supporting foreign citizens in the medical services market are developing: 1) creating expert medical consortia of leading medical clinics; 2) forming an infrastructure for agency support in the Russian IMT market, including the development of infrastructure in regional IMT markets with high, medium and low export potential; 3) paid medical services in all types of medical care are successfully provided in public and private clinics to foreign citizens who live, work or study in the RF on a permanent or temporary basis. The third model is а self-organizing patient flow of foreign citizens, uncontrolled by Russian medical organizations.Conclusion. The main strategic directions of MSE development for the growth of an organized and controlled patient flow in the RF are medical care services in the field of neurosciences, high-tech surgery and rehabilitation, reproductive medicine, immunotherapy of oncological diseases, and cross-border diagnostic services. It is necessary to take certain measures to stimulate MSE, including the introduction of international standards for the safety and quality of medical care, increasing the service component of the provision of medical services, building channels of marketing communications with foreign patients and the promotion of Russia as an exporter of medical services in the international arena.
Background. The export of medical services is one of the most dynamically developing areas both in the structure of the world economy and in the structure of world health care. By decree of V.V. Putin of May 7, 2018 On national goals and strategic objectives of the development of the Russian Federation the need to increase the volume of exports of medical services was outlined. The real experience of receiving medical care by foreign citizens living in the territory of the Russian Federation has a serious impact on the broadcasted image of Russian medicine. Sociological research aimed at studying the opinion of foreign citizens about domestic medicine is a promising tool for ensuring a targeted approach in the export of medical services. Aims to study the opinion on the Russian medicine among foreign citizens of the CIS countries living in the territory of the Russian Federation in order to form an effective strategy for promoting medical services provided for foreigners in the territory of the Russian Federation. Methods. The focus group interviews with citizens of the CIS countries who received medical services and residing in Russia were held. For the analysis, the text data encoding procedure was carried out. At the same time, the study was not aimed at revealing the prevalence of opinions, statistical criteria were not used. An adapted COM-B model was used as a theoretical basis for the analysis, and the BCW (Behavior change wheel) method was used to develop recommendations. Results. The study examined some important details of the image of Russian medicine in the opinion of group participants (good equipment, reliable ambulance, feeling of conveyor belt, bureaucracy, etc.). The results are structured using the adapted COM-B model. The study identified the main strategies used by foreign citizens when seeking medical care. Insufficient awareness of foreign citizens about their rights in the field of medical provision in the territory of the Russian Federation was revealed. The main channels of communication used by citizens of the CIS to select a medical organization / specialist for seeking help have been studied, it is primarily word of mouth. It has been established that in order to be attractive, for Russian medicine its not enough to have advantages, they should be perceived as sufficient to overcome the convenience of conservative respondents to refer to native, familiar, as well as the fear of the stranger. Based on the results obtained using the BCW model, the recommendations have been developed and interventions have been proposed to promote medical services provided in the Russian Federation among foreigners.
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