The Istok sanatorium offers a wellness retreat in the format of an elite club, offering exceptional comfort in an intimate and quietly luxurious atmosphere, designed to maximize relaxation and immerse guests in a state of mindfulness for their physical and mental health. The sanatorium offers 12 medical programs based on a comprehensive approach that focuses on both treating the underlying condition and strengthening the entire body. Diagnostics and therapy are performed using cutting-edge medical equipment and the resort-town's unique natural resources.

Despite a strong medical foundation, a long history, and the popularity of its medical programs among the target audience, information about the sanatorium was poorly structured in the media. The main challenges lay in the lack of a clearly formulated, unified positioning, PR, and marketing description, as well as a regular, proactive presence in national glossy, business, and industry media.

Following online consultations and a preliminary external marketing audit, a decision was made to begin collaboration on the "Marketing Business Packaging" consulting package, which includes: an analysis of the resort's current positioning and competitive environment, the creation of a new marketing description, the development of key messages, the identification of advantages, and the consolidation and structuring of all marketing materials.

Work on the project was divided into several stages.

The first stage included an on-site audit to familiarize SEA Company experts with the sanatorium and its programs, evaluate existing marketing materials, and determine the competitive group.

In the second stage, SEA Company specialists conducted a target audience analysis, a comparative assessment of the competitive group, and brand representation in the information field.

The third stage was dedicated to the formation of a new marketing package for the product, including: the results of all conducted assessments with conclusions, updated marketing positioning, a full and brief description, philosophy, mission and values, USP (unique selling points), as well as the creation of a basic PR tool - an image press release.