Healthcare Positioning Strategy

Helping Innovative Healthcare Companies Humanize Care...
Learn How We Do It

Rehab U Practice Solutions can help if...

You need to craft a tailored positioning message aimed at the ideal targeted stakeholder for your device, technology, or software....


You want to explore other methods of delivering healthcare services virtually; to include asynchronous services and remote patient monitoring...


You want to leverage healthcare technology to implement virtual service delivery methods, including remote therapeutic monitoring, telehealth, or other virtual service delivery...


You want to dial in your healthcare positioning to attract your targeted healthcare stakeholder or buyer...

You want to leverage best practices, new technology, and marketing/messaging to maximize patient engagement & retention...


You want to integrate technology & hybrid care models to position your organization to succeed in the healthcare of tomorrow...


You want to use technology, virtual healthcare, and digital health to create truly individualized healthcare experiences...


You want to streamline the healthcare delivery process and help build real, meaningful relationships between providers and patients...

Healthcare Positioning Alignment Workshop

Develop an effective, succinct, and unique healthcare positioning strategy for your innovative healthcare company…

Do you want to differentiate your healthcare technology, device, software or service from competitors?

Do you want to align your technology, device or software with your targeted stakeholder?

Do you want to create a consistent message to drive business development strategy for specific healthcare stakeholders?

Do you want to leverage industry insight and expertise to identify your most valuable healthcare stakeholder?


Now, the question is, how do you actually develop an effective positioning strategy to drive effective and qualified sales conversations?

It all starts with Positioning Alignment Workshop

Get the Book!

We have a problem in healthcare

That problem is this: in today’s healthcare environment, especially in the United States, people take a back seat to the numbers in almost every aspect of healthcare service delivery. Productivity, utilization, and other business metrics rule the roost.

Through an exploration of both clinical research and real-life examples and cases, Better Outcomes: A Guide to Humanizing Healthcare outlines and supports a vision of a new healthcare, where skilled, competent, and caring clinicians care for engaged patients to promote better clinical outcomes, deliver unmatched satisfaction, and lasting relationships.

Webinars & Webcasts

A collection of previously recorded webinars for healthcare practice owners, administrators, & managers.


Watch/listen to learn practical strategies and tactics to improve healthcare positioning strategy, healthcare technology & innovation, and technology-enabled care.



His understanding of the industry landscape, the gaps and opportunities were second to none.
We got the first version of Spry audited by him. His feedback definitely made the product better which improved out conversions.


Besides understanding of the current landscape he also has views of what the future should be. I am excited to partner with him in building towards that future.

Brijraj Bhuptani

CEO & Founder, SPRY PT

The Better Outcomes Show

Ready to explore the possibilities of a new healthcare?


Join Rafael E. Salazar II, MHS, OTR/L (Rafi), principal of Rehab U Practice Solutions and host of The Better Outcomes Show as he explores the possibilities of a new healthcare. Guests range from clinicians trying new techniques and treatments to executives and entrepreneurs exploring new service delivery methods, business models, organizational structures, and healthcare positioning.

Healthcare Consulting Projects

Leverage Objective Advice & Insight, Focused Knowledge, and Industry Expertise to Move the Needle for your Organization

I’m Rafael E. Salazar II, MHS, OTR/L (Rafi), practice owner and healthcare marketing consultant. I help healthcare clinics, organizations, and healthcare technology startups develop effective patient engagement, business development, and healthcare positioning strategy.
I leverage my experience as a professor and academic to speak and train on the topics around humanizing the healthcare experience.
If you want to Leverage Deep Healthcare Industry Expertise to Develop effective marketing strategies, optimize administrative operations to improve patient/user engagement, and business development & strategic planning for your organization, check out how I can help.

Consulting & Advising


Speaking & Training


Resources & Insights


Healthcare Positioning Strategy


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Medical Professionals Rafi



Rafi is such a delight to be around. He has a mind which moves at lightning-fast speeds…so do your darnedest to keep up! He is humble. He is mega-talented. He is a true blessing to the medical community.

Jeremy Rueggberg

Medical Professionals Magazine

Rafael E. Salazar II, MHS, OTR/L (Rafi)

Rafael E. Salazar II, MHS, OTR/L (Rafi) started his career as a licensed Occupational Therapist in 2012. After nearly 5 years leading an outpatient specialty rehab clinic at the Department of Veterans Affairs, Rafi began work as an independent healthcare consultant on a multi-million dollar project for the Georgia Department of Behavioral Health and Developmental Disabilities. During that time, he also began working with healthcare clinics focusing on patient engagement and marketing strategy. Rafi’s career trajectory includes 12+ years of experience in healthcare management, clinical operations, programatic development, marketing & business development. He even spent some time as an Assistant Professor in a Graduate Program of Occupational Therapy and has served on numerous boards and regulatory committees. He is the host of The Better Outcomes Show and he is also the author of the book Better Outcomes: A Guide to Humanizing Healthcare.Today, Rafi helps innovative healthcare companies like technology startups, platforms, SaaS companies and provider organizations develop effective healthcare positioning strategy and business development plans through his consulting work.He also leverages his experience as a professor and academic to speak and train on the topics around humanizing the healthcare experience, healthcare technology, and positioning strategy. In addition, Rafi also owns and operates ProActive Rehabilitation & Wellness, a multidisciplinary outpatient clinic treating patients with musculoskeletal pain.

Schedule a Call With Rafi

What People Say About Rafi & His Work

Working with Rafi on Patient Engagement
Patient Engagement Strategy Testimonial
Working with Rafi Patient Engagement

Rafael is a true OT, a fount of wisdom about entrepreneurship, and an expert on how to make your business truly serve and KEEP your customers.

Laura Park Figueroa

Occupational Therapist, OT Practice Owner, & Business Coach, Outdoor Kids Occupational Therapy; MInd Your OT Business Podcast

He’s the quintessential renaissance man in the non-clinical OT world!

Meredith Castin, PT, DPT

Founder, The Non-Clinical PT


I felt understood. Rafi took the time to provide some solutions for what I felt were my current blocks and possible ways to move forward in the future.

Phyllis Gordon, MS, OTR/L

Owner, Phyllis Gordon: Occupational Therapist

Rafi is extremely knowledge about patient engagement! His consultation was the confidence boost I needed to keep pushing forward.

Sarah Lyon

Founder, OT Potential Club

There were very specific business questions I could not find answers to. Rafi was able to give me clear and helpful direction. It was timely, efficient, effective, and helpful.

Sheela Ivlev, MS, OTR/L

Owner, OT Bay Area

Work With Me

Medical Professionals RafiIf you are an innovative healthcare company looking to humanize healthcare through direct service delivery, technology, a device, or software, then reach out. We'd love to talk with you about how Rehab U Practice Solutions can help.

What we can help you do:

✅ Clarify your product, service, or organization's positioning strategy...

✅ Identify what is most valuable and least valuable to your targeted healthcare stakeholder...

✅ Develop a Market Penetration Roadmap to align your company's value proposition with your targeted healthcare stakeholder to develop a bottom up marketing strategy...

We help you not only craft your healthcare positioning strategy, we help you identify your highest value offer for your target audience, align that value with your market, and help you develop a business development system that leverages insights from market data & industry-specific resources to enable your business development team to effectively drive business for your organization.

I also speak and train at healthcare conferences, events, and organizations on topics related to technology-enabled care, healthcare innovation, healthcare positioning, and humanizing the healthcare experience.


Learn More Here!


Hire Me to Speak

Insights About Humanizing Healthcare, Healthcare Technology, & Healthcare Positioning Strategy

Listen on Apple Podcasts

2 Key Metrics to Demonstrate ROI in Healthcare Technology

Here are 2 Key Metrics to Demonstrate ROI in Healthcare Want to prove your healthcare tech's ROI? Here's how to speak the language of your customers' business models. Understanding your target market's business model is crucial when showcasing your technology's worth....

Demonstrating ROI in Healthcare Innovation

How can demonstrating ROI help healthcare innovation companies? Healthcare Innovators: Want to know why ROI isn't just a buzzword but your golden ticket? No positive ROI, no interest. That's the stark reality for healthcare technology and innovation companies. But...

What are some effective strategies to demonstrate ROI in the healthcare tech market?

How do you effectively demonstrate ROI in the healthcare tech market? Are you ready to skyrocket your healthcare tech's value? Unlocking the ROI of Healthcare Tech: Bridging Today's Needs with Tomorrow's Vision Healthcare is evolving, and your tech should too. It's...

What are the key factors for success in the digital health industry?

Ignored by many, mastered by few: The overlooked key factor to success in digital health Often, when I speak with clients about their positioning or go to market strategy, the conversation naturally glides into the product/service it's features and an effort to tease...

Why Digital Health Companies Should Invest in Continuous Learning

Continuous Learning: The #1 Investment Digital Health Companies Can't Afford to Ignore Continuous learning is not just an option; it's a necessity. Especially in digital health, where the landscape evolves at the speed of light. But here's the kicker: It's not about...

Healthcare Marketing that Works: An Interview with Strata Studios

Looking to find a strategy for healthcare marketing that works? In my work with healthcare companies, developing effective positioning strategies, I often get asked several questions about how to best do this on the provider side, or the technology/solution side....

Challenges for Digital Health Companies in a Crowded Market

What challenges do digital health companies face when entering a crowded market? Ever wonder why healthcare innovation feels like pushing a boulder uphill? Especially for Digital Health Companies in a Crowded Market, it often feels like you're battling a headwind,...

Leverage Learning Opportunities to Drive Healthcare Sales

How can innovative companies leverage learning opportunities to drive healthcare sales? Healthcare tech innovators, your breakthrough could change the industry. But how do you gain traction in a saturated market? As a former professor turned business strategist, I've...

Effectively Target Your Healthcare Customer

How do you effectively target your healthcare customer base? Healthcare innovators: Want to effectively target your healthcare customer base? It all starts with one word: positioning. Understanding your target market in the complex healthcare ecosystem is crucial....

Common Obstacles that Hinder Adoption of New Technologies in Healthcare

Ever wonder why healthcare providers hesitate to adopt new technologies? Here's the scoop from someone who's been on both sides of the equation: clinicians are creatures of habit. This resistance to change put barriers in the way of Adoption of New Technologies in...

Better Outcomes: A Guide to Humanizing Healthcare

“Chapter 8 is terrific. I think all healthcare clinicians should read it!”

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About Rafi

OT PotentialRafael E. Salazar II, MHS, OTR/L (Rafi) is the Principal Owner of Rehab U Practice Solutions, a leader in patient retention strategy. He hosts The Better Outcomes Show, a podcast that explores the possibilities of a new healthcare. He is also the CEO of ProActive Rehabilitation & Wellness, a multidisciplinary outpatient specialty rehab clinic serving patients with musculoskeletal and orthopedic conditions and chronic pain. He is also the author of Better Outcomes: A Guide to Humanizing Healthcare, published through Business Expert Press. He is on a mission to humanize healthcare.