About Us

Let’s talk spine — because most of India doesn’t.

Founded at a time when surgery was often considered the only solution for back pain, QI Spine was built on a simple belief: non-surgical recovery should be the first option, not the last resort.

Today, QI Spine has developed India’s only spine-focused medical system, combining the expertise of 250+ specialists with advanced AI-driven technology, including Doctor QI — our proprietary diagnostic engine.

With 22 clinics across major cities in India, we have:

- Consulted over 2.5 lakh patients
- Prevented 15,000+ unnecessary spine surgeries
- Achieved a 93% recovery rate — among the best globally

Our mission is to help people recover from back, neck, and joint pain through accurate diagnosis, advanced technology, and evidence-based non-surgical care — keeping surgery as the last option, not the first.

Key Responsibilities

1. Content & Communication Strategy (Core Responsibility)

- Develop and implement Backgood’s end-to-end content and communication strategy aligned with business objectives and growth plans
- Build the brand narrative to position Backgood as a thought leader in musculoskeletal health and ergonomic wellness solutions
- Define communication pillars across education, awareness, product integration, and service-led storytelling
- Translate business demand, category insights, and customer needs into structured content frameworks
- Create a scalable roadmap for brand visibility, authority building, and customer trust
- Establish content success metrics aligned with business impact (engagement, conversion, authority, retention)

2.



Brand Positioning & Thought Leadership Development

- Develop Backgood’s voice, tone, messaging architecture, and communication hierarchy
- Build educational and authority-driven content in the musculoskeletal health and posture correction space
- Create knowledge-led campaigns that strengthen brand credibility and category leadership
- Establish frameworks for expert-driven content, product education, and service integration
- Ensure consistency across brand language, visual communication, and customer experience touchpoints

3. Omni-Channel Content Strategy

- Plan platform-first content strategies across:
- Social media
- Performance marketing channels
- Marketplaces (e.g., Amazon, Flipkart)
- Quick commerce (e.g., Blinkit)
- Website and D2C channels
- Offline brand experiences
- Define content formats, messaging hierarchy, and storytelling approaches for each platform
- Align content planning with customer journey stages — awareness, consideration, conversion, and retention

4. Product + Service Integration Communication

- Build communication frameworks that connect Backgood’s products with clinical and service-based outcomes
- Develop benefit-driven messaging that explains functional, medical,



and lifestyle value
- Create strategies for communicating product usage, outcomes, and customer transformation journeys

5. Campaign & Growth Strategy

- Conceptualise integrated campaigns for brand building, launches, category education, and growth initiatives
- Work closely with performance, product, and clinical teams to develop high-impact campaigns
- Design scalable content engines for rapid experimentation, learning, and optimisation

6. Cross-Functional Leadership

- Collaborate with design, performance marketing, product, and operations teams
- Guide creative and content teams on execution aligned with strategic direction
- Ensure consistent messaging across all consumer touchpoints

Skill Requirements

- 4–7 years of experience in brand strategy, content strategy, or creative strategy roles
- Experience working with D2C, healthcare, wellness, or consumer product brands
- Robust understanding of brand positioning, storytelling, and category building
- Experience developing end-to-end communication strategies
- Exposure to integrated brand campaigns and growth strategy
- Understanding of performance marketing and A/B testing frameworks
- Ability to translate business goals into actionable content frameworks
- Strong understanding of digital platforms, performance marketing, and marketplace ecosystems
- Excellent communication and strategic thinking skills
- Execution-focused mindset with ability to operate in fast-paced environments

Looking for immediate joiners!! Happy to connect further!

📌 Content Strategist (Kurla)
🏢 QI Spine
📍 Kurla