Director of Sales & Marketing / Physical Therapist

Peak Performance Physical Therapy, PLC•Lansing, MI

About The Position

The Director of Sales and Marketing drives patient acquisition, brand awareness, and revenue growth across Peak Performance Physical Therapy’s Greater Lansing locations. The role develops and executes sales and marketing strategies to increase patient referrals, strengthen physician and community relationships, and position Peak Performance as a leading orthopedic and manual physical therapy provider in mid-Michigan. Approximately 60% of the position focuses on sales and marketing, while the remaining 40% is spent treating patients as a physical therapist at the Lansing clinic two days per week. This is a hands-on leadership role responsible for developing the sales and marketing strategy and personally carrying out key parts of it. The position combines outreach and referral development, digital marketing and brand management, patient acquisition, market growth, marketing operations, and reporting with physical therapy evaluation and treatment. It involves work across multiple locations, including office-based tasks and field outreach, and requires regular travel throughout the Greater Lansing area. Schedule flexibility is needed for referral visits, community events, and internal meetings.

Requirements

Doctor of Physical Therapy (DPT) degree from an accredited physical therapy program.
Current, unrestricted Michigan Physical Therapist license, or eligibility to obtain licensure before beginning clinical responsibilities.
Strong interpersonal and relationship-building skills, including the ability to build productive relationships with physicians, healthcare providers, community partners, and prospective patients.
Demonstrated initiative, an entrepreneurial mindset, and interest in business development, sales, and marketing.
Ability to develop and execute sales and marketing initiatives, measure results, and adjust strategies to improve performance.
Valid Michigan driver’s license and reliable transportation.
Ability to perform the essential functions of the position, with or without reasonable accommodation.
Ability to sit, stand, walk, twist, climb, push and pull, and lift objects weighing up to 50 pounds.
Ability to assist patients with movement and therapeutic exercises, lift and move equipment, and perform manual therapy techniques.
Manual dexterity and stamina to meet the physical demands of a busy clinical environment.

Nice To Haves

Experience or familiarity with digital marketing, social media, referral development, and healthcare marketing strategies.

Responsibilities

Develop and manage an outreach program for physician practices, orthopedic surgeons, sports medicine providers, and other referral sources in the Greater Lansing area.
Build and maintain relationships with referring providers, office staff, healthcare system contacts, community partners, and prospective patients.
Track referral data, identify growth opportunities, expand and diversify referral networks, and maintain a contact management system for outreach activities.
Represent Peak Performance at healthcare community events, networking functions, and professional associations.
Develop and execute digital marketing strategies covering website content, SEO, Google Ads, and social media across clinic locations.
Manage online reputation, including clinic Google Business profiles and patient review platforms, and maintain consistent branding across digital channels.
Create and distribute content that educates prospective patients, engages referral providers, and highlights clinical expertise and patient outcomes.
Coordinate with external vendors, designers, or agencies for creative, digital, or media production support.
Identify market opportunities and develop patient acquisition initiatives, including community outreach, sponsorships, health fairs, employer wellness partnerships, and athletic team or league relationships.
Collaborate with clinical directors and front desk teams to improve the patient experience from first contact through initial-visit conversion.
Track patient sources, campaign performance, conversion metrics, and return on investment to assess and improve marketing strategy.
Manage the marketing budget and develop marketing calendars, campaign plans, and promotional materials.
Provide regular reports to the Chief Financial Operations Officer on patient volume trends, referral sources, digital marketing metrics, and campaign results.
Coordinate internal communications, seasonal promotions, and announcements that support clinical team engagement and patient communication.
Evaluate marketing technology platforms, tools, and systems to improve efficiency and measurement.
Evaluate patients, identify physical impairments, and develop individualized treatment plans.
Provide evidence-based therapeutic interventions to improve strength, mobility, balance, coordination, and functional abilities.
Educate patients and families on therapeutic exercises, home exercise programs, and injury prevention.
Monitor patient progress, modify treatment plans as needed, and document care in accordance with regulatory requirements and organizational policies.
Collaborate with healthcare professionals to coordinate care and optimize patient outcomes.
Maintain current clinical knowledge, participate in professional development and team meetings, and follow ethical standards and patient confidentiality requirements.
Deliver exceptional patient service in a positive, respectful, and supportive care environment.