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.

Following the results of a consulting project on PR and marketing packaging of the sanatorium, which was implemented in the summer of 2026, the management of the sanatorium decided to develop a communication strategy for 2026 in order to strengthen its image, ensure a systematic presence in the media, cover key events, and attract new audiences.

In order to implement the request, it was agreed to continue cooperation on the "Development of a PR Strategy" consulting package, which includes the development of an annual PR and marketing activity plan.

The project was divided into several stages.

The first step was to define the general vectors of the strategy and its meanings: goals and KPIs (recognition, media coverage, category leadership) were formulated, key brand messages were fixed, and priority audiences and geography were identified.

The second stage involved the creation of an individual set of PR tools: a system of media publications (federal, regional, and industry-specific), a format for working with speakers (interviews, comments, and expertise), and the planning of press events, news stories, and participation in awards and rankings.

At the third stage, the final annual PR activity plan was formed by month, formats, themes, and activity scenarios were specified, and an advertising budget was calculated and approved.