The Future of Musculoskeletal Care
The Battle for MSK Care Is Already Underway. Musculoskeletal care is quietly becoming one of the most important battlegrounds in healthcare. MSK conditions affect over 120 million Americans, account for roughly $420 billion in annual healthcare spending, and remain the leading cause of disability worldwide.
And because of that, nearly every major stakeholder in healthcare is moving into this space:
- Digital health companies
- Employers
- Payers
- Orthopedic groups
- Health systems
- Wearable tech companies
They’re all competing for one thing: Control of the musculoskeletal patient relationship.
Because whoever controls the entry point into MSK care often controls everything that follows—from imaging and therapy to injections, surgery, and long-term outcomes.
In this episode, we take a step back and look at what’s really happening in the MSK space—and why this moment represents more than just innovation. It represents a fundamental shift in how care is delivered.
What we cover in this Episode:
- Why Musculoskeletal Care Has Become a $420B Healthcare Category
- Why the Current MSK System Is So Fragmented
- The 4 Competing Models of MSK Care
- Why Policy and Payment Models Are Beginning to Shift
- Why Technology Alone Won’t Solve the Problem
- Why the Future of MSK Care Will Likely Be Hybrid
We post videos of certain podcast episodes, including this episode, which can find on the YouTube Channel.
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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 technology, innovative service delivery methods, business models, and organizational structures. Grab a copy of the book: Better Outcomes: A Guide to Humanizing Healthcare. Or, hire Rafi to speak at your organization or event.
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Rafael E. Salazar II, MHS, OTR/L (Rafi) is a healthcare consultant, speaker, and host of he Better Outcomes Show. He helps healthcare startups, SaaS platforms, and organizations craft clear positioning, humanize the patient experience, and go to market effectively. He’s the author of Better Outcomes: A Guide to Humanizing Healthcare and principal at Rehab U Practice Solutions. His work on Telehealth has been discussed in Forbes, and he’s advised on projects ranging from digital health product launches to multi-million-dollar healthcare transformation initiatives.
Today, Rafi helps innovative healthcare companies like technology startups, platforms, SaaS companies & innovative healthcare organizations 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 & healthcare innovation. In addition, Rafi also owns and operates ProActive Rehabilitation & Wellness, a multidisciplinary outpatient clinic treating patients with musculoskeletal pain.
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Are you building something innovative in healthcare—like a digital health product, service, or platform that’s aiming to truly improve the patient experience?
I help healthcare startups, SaaS platforms, and forward-thinking provider organizations develop clear positioning strategies, identify high-value offers, and build go-to-market plans that actually resonate with both users and buyers.
Whether you're launching a new product, scaling an existing service, or navigating digital transformation, I bring 12+ years of experience across clinical operations, healthcare innovation, and strategic development.
How I help:
- Clarify your product/service positioning so customers “get it”
- Align your offer with real market needs
- Build a Digital Health Roadmap to scale your healthcare organization effectively
- Support business development with industry-informed strategy
I’ve consulted on projects from multi-million-dollar state initiatives to early-stage product launches. My work’s been featured in Forbes, and I also speak at healthcare events and conferences on topics like innovation, digital health, and humanizing care. 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.
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