Beyond Optics: Inclusive Healthcare Marketing That Performs

In this episode of For the Better, Ben Cash, CEO of Reason One, speaks with Melissa Fors Shackleford—founder of Shackelford Strategies and a nationally recognized leader in healthcare marketing and brand strategy. Known for her work with purpose-driven organizations like Optum, Hazelden Betty Ford, and Cigna Evernorth, Melissa helps healthcare brands clarify their message, build trust, and drive sustainable growth in a rapidly evolving landscape. "One of the things that I found at Hazelden Betty Ford was that when you dug into the data, our largest competitor wasn't another institution—it was families that did nothing." (05:39) From rural pharmacy deserts to stigmatized conditions like substance use disorder and HIV, Melissa discusses how inclusive messaging and design choices can lower barriers to care—and meet patients where they are. She also shares how healthcare marketing must now rise to the expectations set by today's leading consumer brands. "The expectations on marketing teams were all thrown out the window when we got Netflix. Because people expect an experience like Netflix—or even Amazon—from their healthcare." (13:00) Throughout the episode, Melissa provides practical takeaways for marketers, strategists, and digital teams looking to make healthcare more human and more equitable—from language and accessibility to design and representation. "It's really easy to use person-centered language so that you don't call someone their disease. You don't say, 'He is cancer.' You say, 'He has cancer.' So why don't we do that with all these other health conditions?" (10:33) She also highlights leaders pushing for more inclusivity in the broader digital space—like Kelsey Lindell of Misfit Media and Chris Hempel of the Billion Persona Project—and reminds listeners that change starts with the way we choose to communicate. Whether you're leading marketing for a health system, launching a digital health product, or rethinking how your brand shows up online, this conversation offers a thoughtful guide to building with purpose—and making every patient touchpoint count.