Director of Sales & Marketing / Physical Therapist

Peak Performance Physical Therapy•Lansing, MI

5d•Onsite

About The Position

The Director of Sales and Marketing drives patient acquisition, builds brand awareness, and grows revenue 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 role focuses on sales and marketing, with the remaining 40% spent treating patients as a physical therapist at the Lansing clinic two days per week. This is a hands-on leadership position responsible for developing the company’s sales and marketing strategy and personally executing key parts of it. The role combines referral development and relationship management with digital marketing, brand management, community outreach, patient acquisition, market growth, budget management, campaign planning, and performance reporting. It also includes physical therapy responsibilities: evaluating patients, creating individualized treatment plans, providing evidence-based interventions, educating patients and families, monitoring and documenting progress, coordinating care, and delivering supportive patient service. The position operates across multiple clinic locations and involves regular travel to clinics and referral-source offices throughout Greater Lansing. Work combines office-based tasks with field outreach and clinical care, and requires schedule flexibility for referral visits, community events, and internal meetings. A valid Michigan driver’s license and reliable transportation are required. Physical activities may include walking, standing, carrying marketing materials, lifting up to 50 pounds, and assisting patients with movement and therapeutic exercises.

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.
Ability to build productive relationships with physicians, healthcare providers, community partners, and prospective patients.
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 meet the physical requirements of office, field-outreach, and clinical work, including lifting and moving objects or equipment up to 50 pounds and assisting patients as needed.
Manual dexterity to perform hands-on therapy techniques and stamina for 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 a structured outreach program for physician practices, orthopedic surgeons, sports medicine providers, and other referral sources across Greater Lansing.
Build and maintain relationships with referring providers, office staff, and healthcare system contacts to grow patient referrals.
Track referral-source data, identify growth opportunities, and create action plans to expand and diversify the referral network across clinic locations.
Represent Peak Performance at healthcare community events, networking functions, and professional associations throughout mid-Michigan.
Conduct scheduled visits to high-priority referral sources and maintain a contact management system for relationships and outreach activities.
Develop and execute digital marketing strategies, including website content, SEO, Google Ads, and social media across locations.
Manage online reputation, including clinic Google Business profiles, patient review platforms, and brand consistency across digital touchpoints.
Create and distribute content that educates prospective patients, engages referral providers, and communicates clinical expertise and patient outcomes.
Coordinate with external vendors, designers, or agencies for creative, digital, or media production support.
Maintain consistent brand standards, messaging, and visual identity across locations, marketing materials, and digital channels.
Identify and pursue market opportunities to grow new patient volume across Greater Lansing locations.
Develop and execute community outreach, clinic 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 new-patient sources, campaign performance, and conversion metrics to evaluate return on investment and improve strategy.
Manage the marketing budget and allocate resources to high-impact channels and activities.
Develop and maintain marketing calendars, campaign plans, and promotional materials for all locations.
Provide regular performance reports to the Chief Financial Operations Officer, including new-patient trends, referral analysis, digital 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 interventions to improve strength, mobility, balance, coordination, and functional abilities.
Educate patients and families about therapeutic exercises, home exercise programs, and injury prevention.
Monitor patient progress, modify treatment plans as needed, and accurately 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 confidentiality requirements.
Deliver exceptional patient service and foster a positive, respectful, and supportive care environment.