Director, Healthcare Sales

About the role

We are seeking an execution-focused, hands-on Director of Sales to lead Tonal’s entry into the healthcare market. This is a zero-to-one role responsible for building and scaling our B2B healthcare sales function as we translate a consumer-first hardware product into a solution for providers, health systems, and enterprise partners. This is a player-coach role: you will personally source, develop, and close our earliest lighthouse customers while establishing the playbook, processes, and early team that scale the channel. You’ll bring healthcare sales expertise, a working knowledge of regulated environments, and the ability to navigate the complexity of integrating a hardware-based solution into clinical workflows. You will report to the Chief Revenue Officer and partner closely with leadership to shape go-to-market strategy in a fast-moving, build-from-scratch environment.

Responsibilities

• Drive Tonal’s go-to-market motion to bring Tonal into healthcare settings, focusing initially on physical therapy/chiropractic clinics, musculoskeletal & rehabilitation providers, and ultimately health systems.
• Identify high-impact use cases (e.g., physical therapy, chiropractic, musculoskeletal care, rehabilitation, injury prevention, longevity) and align them to our ideal customer profile.
• Shape and refine value propositions that connect Tonal’s capabilities to clinical outcomes, patient engagement, and cost savings.
• Help stand up Tonal’s healthcare sales function from the ground up, including early hiring, process, and operating rhythms.
• Establish repeatable sales processes, pipeline management, forecasting, and performance metrics.
• Partner cross-functionally with Marketing, Product, Clinical, and Customer Success teams to drive cohesive execution.
• Sell into a regulated environment, accounting for compliance, data privacy, and procurement processes.
• Build relationships with diverse stakeholders, including clinicians, care delivery leaders, procurement teams, and executives.
• Partner with Legal, Regulatory, and Clinical teams to ensure alignment with healthcare requirements and standards.
• Own pipeline development and revenue targets for the healthcare segment.
• Personally identify, develop, and close complex, multi-stakeholder deals with healthcare organizations.
• Establish early partnerships that accelerate adoption and credibility in the healthcare market.
• Translate a consumer hardware product into a compelling healthcare solution by aligning with clinical workflows and care pathways.
• Act as the voice of the healthcare customer internally, informing product roadmap, evidence generation, and market positioning.
• Partner with internal teams to support clinical validation, outcomes tracking, and ROI storytelling.

Qualifications

• 8+ years of sales experience, with meaningful experience in healthcare B2B (physical therapy, chiropractic, health systems, medical devices, or MSK/rehab solutions).
• Track record of individually closing complex, multi-stakeholder deals and consistently exceeding quota.
• Experience selling complex solutions that involve hardware, clinical workflows, or regulated products.
• Solid understanding of healthcare procurement cycles, stakeholder dynamics, and enterprise sales motions.
• Comfort operating in a zero-to-one environment—building the playbook while carrying a number.
• Experience navigating regulatory, compliance, and data privacy considerations in healthcare.
• Exceptional ability to build relationships and influence across clinical, operational, and executive stakeholders.
• Early people-leadership or mentoring experience a plus, with the appetite to grow and lead a team as the channel scales.