Breaking Stigma with Inclusive Marketing

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 Support the show