Welcome to The Power Lounge. In this episode, we explore a significant shift in healthcare marketing with our guest, Melissa Forrest Shackleford. With over twenty years of experience, Melissa has developed inclusive marketing strategies for organizations such as Optum and the Hazelden Betty Ford Foundation. She joins host Amy Vaughn to discuss how inclusive marketing can challenge stigmas in healthcare.

Melissa details her journey and the impact of purpose-driven marketing in breaking down barriers and fostering meaningful consumer connections. The conversation covers the effectiveness of inclusive initiatives, the importance of language and accessibility, and provides practical strategies for obtaining executive support for inclusive marketing efforts. Additionally, Melissa highlights the tools and innovations that are driving change in the industry.

This episode offers valuable insights and actionable advice for marketers, healthcare professionals, and anyone committed to making a difference. For further reading, Melissa's book, "Harnessing Purpose: A Marketer's Guide to Inspiring Connection," provides more comprehensive knowledge. Join us in building a more inclusive future.

Chapters:
00:00 - Introduction
02:14 - "Evan North's Transformative Marketing Impact"
04:57 - Understanding Consumer Stigma Insights
08:18 - "Understanding Health Care Marketing Challenges"
11:04 - Fighting Stigma in Lung Cancer Screening
13:27 - Progress in Health Care Perception
17:26 - Authenticity in Testimonies
20:10 - Inclusive Marketing Awareness
23:50 - Person-First Language Explained
25:15 - Language Nuance and Impact
30:56 - Delivery Service Boosted Sales
33:29 - Reaching Diverse Audiences Economically
37:26 - Champion Accessible UX Today
41:44 - Purpose-Driven, Authentic Marketing
44:25 - "Values-Driven Consumer Purchases"
48:36 - Beyond Performative Inclusivity
51:14 - Inclusive Audience Targeting Importance
54:02 - Essential Inclusive Marketing Strategies
55:25 - Outro

Quotes:
"Inclusive marketing means truly seeing and understanding each person, unlocking its transformative power."- Amy Vaughan

"Shifting from stigma to understanding changes perceptions, saves lives, and forges genuine connections."- Melissa Forrest Shackleford

Key Takeaways:
Breaking Stigma Starts with Understanding
Authentic Representation Matters
Accessibility is Key to Inclusivity
Language as a Powerful Tool
Leveraging Technology for Personalization
Inclusivity Equals Growth

Connect with Melissa Forrest Shackleford:
LinkedIn: https://www.linkedin.com/in/mfors/

Check out Melissa's book: https://a.co/d/5HGTje6

Connect with the host Amy Vaughan:
LinkedIn: http://linkedin.com/in/amypvaughan
Podcast: https://www.togetherindigital.com/podcast/

Learn more about Together Digital and consider joining the movement by visiting https://togetherindigital.com

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