SVETLANA SABOTINOVA: DIGITAL ACCESS TO HEALTHCARE WITH A PERSONAL TOUCH

Access to information and the ability to choose among the best medical specialists in Bulgaria are just some of the many benefits offered by the i-Health app. The innovative concept developed by Svetlana Sabotinova as part of the SANOMA portfolio provides exceptional opportunities for both Bulgarians and international residents in the country to select the best diagnostic and treatment options for themselves and their loved ones. Following international best practices in e-healthcare, the app is intuitive and easy to use, while all information on the platform is carefully verified and the medical specialists featured on it are thoroughly vetted. We spoke with Ms Sabotinova to learn more about the philosophy behind i-Health, its geographic reach, and the range of services it provides.

Why do international residents and visitors in Bulgaria need the i-Health platform?

Foreign nationals who live, work or stay temporarily in Bulgaria often face difficulties when seeking medical care – a language barrier, unfamiliarity with the healthcare system and a lack of clear information about where to turn.

The i-Health platform helps them find the right doctor or medical facility and arrange the consultations, tests and treatment they need. Through our Medical Concierge service, we provide personal support throughout the entire process – from the initial enquiry and selection of a specialist to the organisation of consultations, treatment and follow-up care. When necessary, we also assist with the translation of medical documents, interpreting, transport and accommodation.

Our aim is to ensure that patients receive more than information: they receive practical support, reassurance and coordination at every stage of their healthcare journey.

As the next stage in the development of i-Health, we created Book a Doctor – a new module for booking appointments online with verified doctors and medical specialists in Bulgaria. It is already live and can be accessed directly at book.i-health.bg or through the i-Health platform at i-health.bg.

What types of specialists will be featured on the platform?

Part of our partner network is already represented on the platform, and we will continue to add new verified doctors, medical specialists, healthcare facilities, laboratories and other healthcare service providers across a range of fields.

We are starting with established specialists in areas including general medicine, cardiology, gastroenterology, endocrinology, dermatology, neurology, surgery, urology, ophthalmology, obstetrics and gynaecology, and dental medicine. The network will gradually expand in Sofia and other cities across the country in response to patients' needs.

How will the specialists featured on the platform be selected?

Trust is our guiding principle. Selection is based on professional qualifications, practical experience, reputation, quality of communication and approach to patient care.

We review professional profiles, medical specialties and the services offered. A willingness to work with international patients, proficiency in foreign languages and the ability to communicate clearly and promptly are particularly important.

i-Health provides organisational and digital coordination without interfering in specialists' clinical decisions.

What features will the platform offer? Will users be able to search by language?

The first active feature is Book a Doctor, which enables patients to book appointments online with verified doctors and medical specialists in Bulgaria.

In the next stages, the platform will be expanded to include preventive healthcare packages, subscription services, online payments and integrated access to the Medical Concierge service. Users will be able to search and filter by specialty, location, language and type of medical service.

Planned features also include a health calendar, reminders for preventive check-ups, medical document management, health history tracking and tools for managing the healthcare needs of family members.

The idea is to combine digital functionality with human support. Whenever patients need additional assistance, the medical concierge will be able to guide them and coordinate the services they require.

What are your goals by the end of 2026?

By the end of the year, our goal is to expand our network of verified doctors, medical specialists and healthcare facilities in Sofia, Veliko Tarnovo, Plovdiv, Varna and Burgas. At the same time, we will continue developing Book a Doctor by adding new services and features.

We will also develop the Medical Concierge service so that more Bulgarian and international patients can benefit from personalised healthcare coordination – from selecting the right specialist to arranging consultations, tests, treatment and follow-up care.

We are also working to expand our support for international patients in English, German, Russian and Italian. Our long-term goal is to establish i-Health as a trusted link between patients and the healthcare system, while helping position Bulgaria as a recognised destination for high-quality and accessible medical services.

i-health.bg