Shows
For the BetterBeyond Optics: Inclusive Healthcare Marketing That PerformsIn 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...2025-05-2821 min
Healthcare RapBONUS: Physician-Led Growth Strategies (#330)This bonus episode highlights trends in the physician relations space and the digital tools that are being used to modernize providers’ business growth. It’s a “greatest hits” collection from Season 2 of the Actionable Insights Podcast hosted by Doctivity Health. Providers have to address the bottom line before they can prioritize things like consumer experience, so these are important conversations that you’ll want to hear. This episode features interviews with five senior marketing and physician liaison leaders who voice the health system’s perspective: Jean Hitchcock, Melissa Fors Shackleford, Molly Luton, Chris Pace, and Amy Comeau. Interviews we...2024-06-2723 min
The Strategic Communicator Podcast with Dan FarkasMelissa Fors Shackleford on Embracing Person-Centered LanguageMelissa Fors Shackleford is a healthcare executive with 25 years of experience. She highlights the paramount importance of person-centered language in healthcare communication and the need for all of us prioritize individuals over generic terms. No valued customer.Melissa also shares insights on how to overcome stigma in mental health and substance use disorder communications through simple, strategic, and inclusive language and imagery 00:00 Welcome to the Strategic Communicator Podcast00:09 The Importance of Person-Centered Language in Communication00:34 Melissa Shackleford: A Healthcare Communication Expert01:32 The Shift to Consumer-Driven Healthcare...2024-04-2328 min