Helping nurses bridge the musculoskeletal care gap |
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The people and the partnership
Some partnerships stand out not just for the work we do together, but for the people behind the mission. Under the leadership of visionary nurse practitioners, Jackson Orthopedic Foundation saw a critical gap in patient care are decided to do something about it.
Muscle, bone, and joint conditions are among the leading causes of disability worldwide, affecting millions of people. Yet despite the staggering need, many frontline healthcare providers receive minimal training in musculoskeletal (MSK) care. As many as one in two primary care visits involve an MSK complaint, yet most clinicians lack the skills and confidence to treat these conditions effectively.
JOF was founded to change that reality. Through their specialist training programmes, they equip nurse practitioners, physician associates, and other advanced practice providers with the skills to diagnose and treat these conditions early—reducing pain, restoring mobility, and transforming patient outcomes.
Muscle, bone, and joint conditions are among the leading causes of disability worldwide, affecting millions of people. Yet despite the staggering need, many frontline healthcare providers receive minimal training in musculoskeletal (MSK) care. As many as one in two primary care visits involve an MSK complaint, yet most clinicians lack the skills and confidence to treat these conditions effectively.
JOF was founded to change that reality. Through their specialist training programmes, they equip nurse practitioners, physician associates, and other advanced practice providers with the skills to diagnose and treat these conditions early—reducing pain, restoring mobility, and transforming patient outcomes.
The challenge: going from local nonprofit to national player
JOF started as a regional nonprofit in California, but after earning national certification, they were authorised to teach clinicians across the United States. Their core audience needed to discover and trust JOF’s growing catalogue of online, hybrid, and in-person courses.
But as a small, volunteer-driven organisation, they didn’t have the budget or internal resources to build a full-scale marketing department. Every strategy had to be lean, scalable, and adaptable, ensuring efforts could grow without overwhelming their small but dedicated team.
But as a small, volunteer-driven organisation, they didn’t have the budget or internal resources to build a full-scale marketing department. Every strategy had to be lean, scalable, and adaptable, ensuring efforts could grow without overwhelming their small but dedicated team.
The journey: a partnership built on trust and agility
Our partnership with JOF is a multi-year collaboration, demonstrating the power of retainer-based marketing services. As their fractional marketing team, we don’t just deliver projects—we work alongside them as trusted partners, helping them navigate growth, respond to market shifts, and evolve their strategy over time. This level of deep engagement allows us to trial and test new ideas, pivot quickly, and stay aligned with JOF’s long-term goals—ensuring that every initiative is strategic, adaptable, and effective.
One of our biggest strengths together is staying nimble. By continuously trialling and testing new ideas, we’ve helped JOF adapt quickly to meet changing market needs, trends, and new technologies. A defining moment of this agility came during the COVID-19 pandemic, when we helped shift their in-person curriculum online—not just as a temporary solution, but as a permanent transformation into a scalable e-commerce provider.
One of our biggest strengths together is staying nimble. By continuously trialling and testing new ideas, we’ve helped JOF adapt quickly to meet changing market needs, trends, and new technologies. A defining moment of this agility came during the COVID-19 pandemic, when we helped shift their in-person curriculum online—not just as a temporary solution, but as a permanent transformation into a scalable e-commerce provider.
The solution: develop brand, visibility, and digital presence
Our partnership with JOF allowed us to develop and implement a strategic, phased approach to help them expand from a regional nonprofit to an emerging national provider of orthopaedic education.
☑️ Strengthening brand & communications
☑️ Expanding visibility and thought leadership
☑️ Transitioning to digital and e-commerce
☑️ Strengthening brand & communications
- We developed a consistent brand identity, ensuring clear, unified messaging
- We created user-friendly templates for presentations, newsletters, and outreach
- We crafted core messaging tailored to engage clinicians and decision-makers
☑️ Expanding visibility and thought leadership
- We built a comprehensive content strategy, including blogs, newsletters, and social media
- We designed fundraising visuals, course materials, and event branding to elevate their profile
- We established media relations, conference sponsorships, and outreach efforts to position JOF as a key voice in MSK education
☑️ Transitioning to digital and e-commerce
- We helped JOF shift from in-person to online education, turning them into an e-commerce provider
- We developed an award-winning e-commerce website, streamlining course enrolment, donations, and scholarship applications
- We introduced marketing automation, improving efficiency and outreach
- We helped them pilot search advertising and refine their SEO
- We assisted with strategic planning and board development, strengthening leadership and direction for future expansion
- We supported their pursuit of strategic partnerships to expand their reach and influence
- We continue to refine outreach campaigns, ensuring adaptability to market needs
The impact: a nonprofit positioned for the future
JOF's reputation has grown as a unique provider of nursing courses, as well as educating clinicians on the need for better musculoskeletal education among front-line staff, particularly in primary care.
With a solid marketing infrastructure and resources in place, the small team can focus on doing what it does best – making life better for patients and the clinicians who care for them.
With a solid marketing infrastructure and resources in place, the small team can focus on doing what it does best – making life better for patients and the clinicians who care for them.
Would ongoing strategic support help you succeed?
If your nonprofit or social enterprise is looking for a longer term partner to help you grow, we'd love to chat. Get in touch below to start the conversation.