Purpose One of the most significant problems in the development of the Russian healthcare system remains the organization of medical care in rural areas. Its provision is often complicated by insufficient equipment in medical institutions, as well as a shortage of qualified specialists capable of providing high-quality treatment. This study aims to focus on the healthcare-seeking behavior of older adults living in urban and rural areas. Design/methodology/approach The empirical foundation of this study consists of semi-structured interviews conducted with residents of Saint Petersburg and villages in the Republic of Karelia. A total of 40 interviews were collected. Thematic analysis revealed key features of healthcare perception, as well as the specifics of calling for emergency assistance and the influence of residence on the subjective experience of seeking medical care. Findings This study identified three main strategies for seeking medical care: the emergency-seeking strategy, which involves contacting healthcare services only in critical situations; the frequent-seeking strategy, characterized by regular interaction with medical institutions; and the therapeutic-seeking strategy, which focuses on preventive visits and planned treatments. Originality/value The results demonstrate differences in the frequency and nature of healthcare-seeking behavior based on place of residence. Urban residents tend to seek medical care more frequently, whereas in rural areas, healthcare-seeking is less regular. This study revealed that rural healthcare infrastructure, as well as previous (positive or negative) experience of interacting with medical services, plays a crucial role in deciding whether to seek primary healthcare in cases of severe deterioration in health.
K. N. Galkin (Sat,) studied this question.