In this inspiring episode of For the Better, guest host Lauren Minors sits down with Amy Comeau, award-winning author, speaker, and former CMO at Emory Healthcare, to explore what it truly means to lead with authenticity—especially in times of crisis.

Drawing from her acclaimed book, Every Storm Runs Out of Rain, Amy shares how a simple idea—a weekly "Friday email" to her team—became a powerful lifeline of connection and gratitude during the chaos of the pandemic. What started as a gesture of encouragement turned into a leadership ritual that fostered trust, vulnerability, and belonging.

In this episode of For the Better, Lauren Minors, Director of Partnerships and Marketing for Reason One, sits down with Maureen Li, the Digital Marketing Technology Manager at Emerson Health. They discuss Maureen's unique journey from an art history major at Tufts University to her pivotal role in healthcare marketing. Maureen delves into how her background in art and psychology equipped her with transferable skills that have driven her success and shaped her approach to the website redesign project at Emerson Health.

The conversation highlights the importance of making healthcare information accessible and patient-friendly, emphasizing an evidence-driven methodology and strategic partnership with internal stakeholders to prioritize patient experience. Maureen's fresh perspective and curiosity demonstrate how embracing a beginner's mindset can lead to innovative solutions in healthcare marketing.

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.