Marketing & Business Development Director

Peak Performance Physical Therapy, PLC•Lansing, MI

11d

About The Position

The Marketing & Business Development Director 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. This is a hands-on leadership position: the Director develops the overall sales and marketing strategy and personally carries out key elements of it. The Director leads referral development and relationship management; oversees digital marketing, brand standards, and online reputation; identifies opportunities for patient acquisition and market growth; and manages marketing operations, budgets, campaigns, and reporting. The role works closely with clinical directors, front desk teams, external vendors, and community and healthcare partners. Work combines office-based duties with field outreach and regular travel among clinic locations and referral offices in the Greater Lansing area. Schedule flexibility is required for referral visits, community events, and internal meetings.

Requirements

Strong interpersonal and relationship-building skills, including the ability to build productive relationships with physicians, healthcare providers, community partners, and prospective patients.
Demonstrated initiative and an entrepreneurial mindset, with an 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 role, with or without reasonable accommodation.
Ability to sit, stand in place, walk, twist, climb, push or pull, and lift objects weighing up to 25 pounds.

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, their office staff, and healthcare system contacts to increase 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 referral relationships and outreach activities.
Develop and execute the company’s digital marketing strategy, 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 highlights clinical expertise and patient outcomes.
Coordinate with external vendors, designers, and agencies for creative, digital, or media production support as needed.
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 initiatives, clinic sponsorships, health fairs, employer wellness partnerships, and athletic team or league relationships.
Collaborate with clinical directors and front desk teams to optimize the patient experience from first contact through initial visit conversion.
Track new patient sources, campaign performance, and conversion metrics to evaluate ROI 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 patient volume 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.