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.

In this episode of For the Better, host Ben Cash, CEO of Reason One, speaks with Chris Hemphill, now Director of Modular Feedback and a Fellow at the NYU McSilver Institute for Poverty Policy and Research.

At the time of recording, Chris was serving as Senior Director of Commercial Intelligence at Woebot Health.

Chris shares how bias in healthcare AI doesn’t start in code—it starts in culture. They explain how healthcare marketers, IT teams, and clinical leaders can challenge those patterns by asking better questions, bringing the right people into the room, and refusing to develop in a vacuum.

They also speak candidly about their own experiences navigating health tech as a Black professional—and why trust, transparency, and cultural humility are key to building ethical AI.

In this episode…

Tune in to this special Women's History Month episode of For the Better as Lauren Minors, Director of Partnerships and Marketing at Reason One, speaks with Jean Hitchcock, President of Hitchcock Marketing & Communications.

With over 30 years of experience, Jean shares how a personal experience shaped her career and reflects on her leadership journey across healthcare systems, agencies, and tech organizations.

Listen in as Jean discusses:

• How women are transforming healthcare leadership

• Balancing career ambitions with family life

• The power of mentorship and supportive networks

• Bold advice for women pursuing leadership roles

Don't miss this inspiring conversation about breaking barriers and building stronger connections in healthcare.