Marketing & Business Development Director

Peak Performance Physical Therapy•Lansing, MI

10d

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 responsible for both developing the marketing strategy and personally executing key elements of it. The Director manages referral development, digital marketing and brand consistency, patient acquisition and market growth, and marketing operations and reporting. The role includes building relationships with healthcare providers and community partners, managing digital channels and online reputation, coordinating outreach and campaigns, and measuring performance. It works closely with clinical directors, front desk teams, and company leadership in a multi-location environment, combining office-based work with regular field outreach and travel throughout the Greater Lansing area.

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 sit, stand in place, walk, twist at the knees, waist, and neck, climb, push and 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.
Build and maintain relationships with referring providers, office staff, and healthcare system contacts to grow patient referrals.
Track referral data, identify growth opportunities, and develop plans to expand and diversify the referral network across clinic locations.
Represent Peak Performance at healthcare events, networking functions, and professional associations.
Visit high-priority referral sources regularly and maintain a contact management system for referral relationships and outreach.
Develop and execute digital marketing strategies, including website content, SEO, Google Ads, and social media.
Manage online reputation, including clinic Google Business profiles, patient review platforms, and consistent digital branding.
Create and distribute content for prospective patients and referring providers that reflects the company’s 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, materials, and digital channels.
Identify and pursue opportunities to increase new patient volume across Greater Lansing locations.
Develop 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 improve the patient experience from first contact through initial visit conversion.
Track 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.
Maintain marketing calendars, campaign plans, and promotional materials for all locations.
Report to the CFOO on patient volume trends, referral sources, digital marketing metrics, and campaign results.
Coordinate internal communications, seasonal promotions, and announcements supporting clinical team engagement and patient communication.
Evaluate marketing technology platforms, tools, and systems to improve efficiency and measurement.