Strong interpersonal and relationship-building skills, with the ability to develop productive relationships with physicians, healthcare providers, community partners, and prospective patients.
Demonstrated initiative, entrepreneurial mindset, and interest in business development, sales, and marketing.
Experience or familiarity with digital marketing, social media, referral development, and healthcare marketing strategies preferred.
Ability to develop and execute sales and marketing initiatives, measure results, and adjust strategies to improve performance.
Full description
Marketing & Business Development Director
Company: Peak Performance Physical Therapy
Position Type: Full-Time, Exempt
Reports To: Chief Financial Operations Officer
Position Overview
The Marketing & Business Development Director is responsible for driving patient acquisition, building brand awareness, and growing revenue across Peak Performance Physical Therapy's Greater Lansing locations.
This position will develop and execute sales and marketing strategies to increase patient referrals, strengthen physician and community relationships, and position Peak Performance as the premier orthopedic and manual physical therapy provider in mid-Michigan.
The ideal candidate combines clinical knowledge, strong relationship-building skills, an entrepreneurial mindset, and a passion for growing the business.
This is a hands-on leadership role. The Director will be responsible for developing Peak's sales and marketing strategy and personally executing key elements of that strategy.
Key Responsibilities
Referral Development & Relationship Management
Develop and manage a structured outreach program to physician practices, orthopedic surgeons, sports medicine providers, and other referral sources across the Greater Lansing area.
Build and maintain strong, lasting relationships with referring providers, their office staff, and key healthcare system contacts to drive consistent and growing patient referral volume.
Track referral source data, identify growth opportunities, and develop action plans to expand and diversify the referral network across all clinic locations.
Represent Peak Performance at healthcare community events, networking functions, and professional associations throughout mid-Michigan.
Conduct regular scheduled visits to high-priority referral sources and maintain a contact management system for all referral relationships and outreach activities.
Digital Marketing & Brand Management
Develop and execute Peak Performance’s digital marketing strategy, including website content, search engine optimization (SEO), Google Ads, and social media channels across all locations.
Manage the company’s online reputation, including Google Business profiles for each clinic location, patient review platforms, and brand consistency across all digital touchpoints.
Create and distribute content that educates prospective patients, engages referring providers, and reinforces Peak Performance’s clinical expertise and patient outcomes.
Coordinate with external vendors, designers, or agencies as needed for creative, digital, or media production support.
Ensure consistent brand standards, messaging, and visual identity across all locations, marketing materials, and digital channels.
Patient Acquisition & Market Growth
Identify and capitalize on market opportunities to grow new patient volume across all Peak Performance locations in the Greater Lansing area.
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 at each location to optimize the patient experience from first contact through initial visit conversion.
Track new patient sources, marketing campaign performance, and conversion metrics to evaluate ROI and continuously improve strategy.
Marketing Operations & Reporting
Manage the marketing budget effectively, allocating resources to highest-impact channels and activities.
Develop and maintain marketing calendars, campaign plans, and promotional materials for all locations.
Provide regular performance reports to the CFOO, including new patient volume trends, referral source analysis, 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.
Qualifications
Strong interpersonal and relationship-building skills, with the ability to develop productive relationships with physicians, healthcare providers, community partners, and prospective patients.
Demonstrated initiative, entrepreneurial mindset, and interest in business development, sales, and marketing.
Experience or familiarity with digital marketing, social media, referral development, and healthcare marketing strategies preferred.
Ability to develop and execute sales and marketing initiatives, measure results, and adjust strategies to improve performance.
Core Competencies
Relationship Building – Develops trusted, lasting partnerships with referral sources, community partners, and internal teams that translate to consistent patient volume.
Market Awareness – Understands the competitive landscape and identifies strategic opportunities to grow patient volume in each service area.
Execution & Initiative – Takes ownership of priorities and drives marketing projects from concept through measurable results without requiring close direction.
Communication – Communicates professionally and persuasively with clinical providers, community partners, patients, and internal stakeholders.
Data-Driven Decision Making – Uses referral data, digital metrics, and campaign analytics to optimize strategy and demonstrate clear ROI.
Adaptability – Thrives in a multi-location, fast-paced environment and adjusts approach based on location-specific market conditions and needs.
Work Environment
Multi-location environment; regular travel between Peak Performance clinic locations and to referral source offices throughout the Greater Lansing area.
Combination of office-based work and field-based outreach activities; schedule flexibility required to accommodate referral visits, community events, and internal meetings.
Collaborative culture with close partnership between marketing, clinical leadership, and front desk operations.
Valid Michigan driver’s license and reliable transportation required.
Physical Requirements
Work includes both sedentary office tasks and active field outreach, including walking, standing, and carrying marketing materials.
Ability to sit, stand in place, walk, twist (knees/waist/neck), climb, push/pull and lift objects of various weights of up to 25 pounds
Reasonable accommodations may be made to enable qualified individuals with disabilities to perform the essential functions of this position in accordance with applicable law.
Equal Opportunity Employment
Peak Performance Physical Therapy is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability, age, veteran status, or any other characteristic protected by applicable federal, state, or local law.
Job Description Statement
This job description is intended to describe the general nature and level of work performed by the employee in this position. It is not intended to be an exhaustive list of all duties, responsibilities, qualifications, or working conditions. Duties, responsibilities, and assignments may be changed, added, or modified by Peak Performance Physical Therapy at any time, with or without notice, consistent with applicable law.
The employee must be able to perform the essential functions of the position, with or without reasonable accommodation. Employees who require a reasonable accommodation should contact the appropriate Company representative.
This job description does not create a contract of employment or alter the at-will employment relationship. Employment with Peak Performance Physical Therapy is at will, meaning either the employee or the Company may terminate the employment relationship at any time, with or without cause or notice, subject to applicable law and any written agreement signed by an authorized Company representative.