Recently, medical tourism has increased significantly and is defined as an economic activity by both medicine and tourism, but there is still a long way to go before the real capacity of this sector for economic profitability is realized and obstacles to medical tourism branding in Iran is seen. The purpose of this study is to "present a model for identifying barriers to branding of medical tourism in Iran". This applied and qualitative research is based on data-based method, which is designed based on in-depth semi-structured interviews with 19 experts in the fields of marketing among the cities ir Iran, tourism and treatment. Finally, 1015 open codes were created and 19 axial codes with categories and then with selective coding and rich descriptions, the template was designed. The final codes in the model include highlighting Iran's tourism capabilities, clarifying economic constraints, clarifying laws and political issues, providing solutions to increase patient safety, systematizing patient admissions, reviewing costs, and reducing them. To attract tourists, provide solutions to standardize hospital services, highlight and advertise Iran's medical capabilities, make tourists transparent about existing social constraints, use cyberspace and its networks, the existence of tourism companies Health and suggestions for further monitoring have been the use of scientific branding tools, training of health tourism forces and familiarizing officials with the field of health tourism.