GTM Product Marketing (B2B Physician Channel) - Part Time Contract

About the role

This role focuses on enhancing SleepDoctor's B2B Physician Program by developing and implementing go-to-market strategies. The work involves identifying key physician segments, refining the company's value proposition, and creating tailored messaging that highlights how SleepDoctor improves patient outcomes and practice efficiency. Success in this position means moving beyond basic service descriptions to articulate tangible benefits for healthcare providers.

A core part of this role is to optimize demand generation and lead conversion processes, ensuring a more efficient approach to attracting and securing physician referrals. This includes designing sales stages, referral workflows, and incentive structures to help the sales team scale. The goal is to build a robust commercial infrastructure that supports consistent growth in the physician channel.

The GTM Product Marketer will manage a 90-day pilot of new channel strategies, coordinating efforts across marketing, sales, and operations to ensure a smooth onboarding experience for providers. Establishing key performance indicators (KPIs) and tracking conversion rates from initial contact to active referring provider are essential for optimizing post-contract scaling and ensuring the long-term health of the channel.

The compensation for this contract role is listed between $100 and $150 per hour, with the final rate dependent on qualifications and location.

Skills that matter here

• GTM Strategy: This role requires developing and executing comprehensive go-to-market plans for the B2B physician channel.
• Product Marketing: The position involves defining the value proposition and messaging for SleepDoctor's services to healthcare professionals.
• B2B SaaS: Experience in B2B software as a service environments is relevant for understanding scalable commercial models.
• Healthcare or HealthTech: A background in these sectors is crucial for understanding the specific needs and pain points of physician practices.
• physician referral patterns: Familiarity with how physicians refer patients is a significant advantage for optimizing channel strategies.
• medical billing/reimbursement: Knowledge of these areas helps in understanding the operational aspects relevant to physician practices.

Who this role suits

• Someone who can translate complex service offerings into clear, benefit-driven narratives for healthcare professionals.
• A professional who enjoys building and refining commercial processes, from sales workflows to incentive structures.
• An individual who is data-driven, capable of establishing KPIs and using metrics to optimize channel performance.
• A person with a hands-on approach, willing to create templates and CRM workflows rather than just providing strategic recommendations.

From the employer

Responsibilities

• Channel Strategy & Segmentation: Identify and prioritize high-yield physician sub-segments (e.g., Cardiology, ENT, Primary Care) and map their specific clinical and operational pain points regarding sleep diagnostics.
• Value Prop & Messaging: Refine our B2B narrative. You’ll move beyond "we do sleep tests" to "how we improve patient outcomes and practice efficiency," creating tailored collateral for different stakeholders (Physicians vs. Office Managers).
• Demand Generation and Lead Conversion: Define, test and prove out a more efficient approach to driving both demand generation and lead conversion.
• Commercial Infrastructure: Refine (or redefine) the process for the sales team. This includes designing the sales stages, referral workflows, and incentive structures that enable our sales organization to scale referrals.
• Rollout Management: Lead the 90-day pilot of the new channel strategy. Coordinate between Marketing (lead gen), Sales (outreach), and Operations (fulfillment) to ensure a seamless provider onboarding experience.
• Data & Optimization: Establish the KPIs for channel health. Track conversion rates from "Initial Contact" to "Active Referring Provider" and provide a roadmap for post-contract scaling.

Requirements

• 5+ years in GTM Strategy, Product Marketing, GTM Consulting, B2B SaaS, Business Development, specifically within the Healthcare or HealthTech space.
• Familiarity with physician referral patterns, medical billing/reimbursement, or diagnostic services is a significant plus. Experience in clinical sleep care would be very beneficial, but not required.
• You don't just hand over a slide deck; you build the templates, the CRM workflows, and the talk tracks.
• Ability to look at a market map and identify where the "low-hanging fruit" meets long-term strategic value.

Conditions

• Compensation Range: $100-150/hr. Note that final compensation is subject to the candidate’s specific qualifications and location, as well as the needs of the company.
• This is a contract role, with estimated ~40hrs/month for 3/months.
• Sleep Doctor is committed to bringing together individuals from diverse backgrounds and perspectives. We strive to create an inclusive environment where everyone can thrive and be their authentic self, feel a sense of community, and do great work together. We are proud to be an equal opportunity employer open to all qualified applicants.