Patient Engagement & 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 or receiving healthcare services virtually; to include asynchronous services and remote patient monitoring...


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


You want to position your software, technology, or tool to attract your targeted buyer...

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


You want to bring in more patients, retain them throughout their course of care, and create uniquely impactful patient experiences...


You want to engage patients to help them complete their course of care and comply with clinician recommendations & home programs...


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

Market Penetration Roadmap

Are You an Innovative Healthcare Company Looking to Humanize Care in the Musculoskeletal (MSK) Space?

Have a tool, software or app designed to help clinicians deliver a higher standard of care?

Want to position your software, technology or tool to attract your targeted buyer?

Looking to leverage deep understanding of the physiotherapy & musculoskeletal care space and its varying stakeholders to craft a killer go-to-market strategy?

Want to leverage insight and understanding from market research findings in the space?


Now, the question is, how do you actually make all that effort, time, and energy drive effective and qualified sales conversations?

It all starts with what I call the Market Penetration Roadmap

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 business development & marketing, patient engagement, and clinician retention & recruitment.



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, and organizational structures.

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 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


Marketing 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 10+ 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, and SaaS companies develop effective 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. 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...

✅ 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 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.

In short, we help your whole organization become focused on the most important thing in healthcare: people – the people who work for your organization, and the people who your organization treats or serves.


Learn More Here!


Hire Me to Speak

Insights About Patient Engagement & Humanizing Healthcare

Listen on Apple Podcasts

Challenges Humanizing Healthcare for Diverse Populations

What challenges exist when it comes to creating a humanized healthcare experience for diverse populations? In my career, I've witnessed firsthand how providing quality care can be challenging in the face of diverse cultural, socioeconomic and geographic backgrounds. A...

How can healthcare technology humanize patient relationships?

How can healthcare technology humanize patient relationships? The main value of healthcare technology isn't just about driving efficiency. It's also about creating room for important "inefficiencies". Rather than using tech to simply increase volume, let's use it to...

Factors to Consider When Delivering Virtual Healthcare Services

What factors should be considered when implementing a virtual healthcare service delivery system? The key factor to consider when delivering virtual healthcare services is the impact on patient experience and human relationship between clinician and patient. ‍If...

What technologies are used in Digital Health?

What technologies are used in Digital Health? Digital health is the use of information and communications technologies to manage illness, health risks, and promote wellness. So the question is, "What technologies are used in Digital Health?" To effectively implement...

What are the benefits of Digital Health?

What are the benefits of Digital Health? When working with students at the university, consulting with healthcare technology start-ups, and even speaking at healthcare organizations and conferences, one question has been coming up often: "What are the benefits of...

How can Digital Health improve patient care?

How can Digital Health improve patient care? Digital health, often defined as the use of information and communication technologies in medicine or other health professions to manage illness and health risks, holds great potential to enhance patient care. In essence,...

Communication Tools for Telehealth & Remote Healthcare

What types of communication tools would need to be utilized when providing remote care via digital platforms? In my work with healthcare technology companies and provider organizations, I often come across the question of "Which communication tools for telehealth and...

How Do You Ensure Quality Care Through Virtual Visits

How Can Providers Ensure Quality Care Through Virtual Visits? A crucial challenge posed by the pandemic was transitioning from in-person clinical service delivery to virtual service delivery. When I was a consultant for a state department of behavioral health and...

Using Healthcare Technology to Improve Patient Interactions

How can technology change the way healthcare organizations interact with their patients? Technology is revolutionizing patient-clinician communication.️ Many healthcare organizations have taken the steps to leverage Healthcare Technology to Improve Patient...

Using Healthcare Technology to Improve Interdisciplinary Care

How can you use Healthcare Technology to Improve Interdisciplinary Care, leading to better patient outcomes? The recent focus in healthcare has been on how technology can enhance access and communication between clinicians and patients. However, the same principles...

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.