If you are tourist and you don't talk or read bulgarian cyrillic you have to be insistant and assertive to see a doctor. At the begining women say to us "niet" when we ask for help and to see a doctor. They even laugh about our destress !!! Go to the "регистрация" (registratsyia) in the way to describe where you have a pain. They will give you the number of the office of the specialist appropriate (it seems that there is not generalist doctor). Thr 3 women of the desk at the begining told us that they don't understand english but it's not so true.
Go to see the doctor and after pay at the registratsyia (30 lev for our specialist). The doctor we see was great but doesn't speak any english. We use google translate to communicate.