For the Better

Ben Cash

For the Better is the podcast for those working to affect change within their team, organization, or community.

  1. 05/28/2025

    Beyond Optics: Inclusive Healthcare Marketing That Performs

    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.

    22 min
  2. 01/31/2025

    Bridging Privacy and Marketing Gaps in Healthcare

    In this episode… With the shift to digital platforms in healthcare marketing, marketers face the daunting challenge of balancing patient privacy with effective digital marketing. Stringent regulations like HIPAA govern the use of sensitive patient data, raising the question: how can healthcare organizations continue to engage potential patients without compromising their privacy? Ray Mina, Vice President of Marketing at Freshpaint, brings his expertise in navigating privacy regulations and healthcare marketing to address these challenges. Freshpaint offers innovative solutions that securely govern the data flow from healthcare websites to marketing tools, ensuring no protected health information (PHI) is shared without a proper legal framework like a Business Associate Agreement (BAA). Highlighting real-world examples, Ray elaborates on the challenges posed by major ad platforms that refuse to sign BAAs, complicating data sharing from healthcare providers. Freshpaint's approach empowers organizations to manage data securely, bypassing these obstacles and enabling them to regain control of their digital marketing strategies while maintaining compliance. Tune in to this episode of For the Better as Ben Cash hosts Ray Mina, Vice President of Marketing at Freshpaint, to discuss the challenges of personalization and data privacy in healthcare marketing. Ray explains how Freshpaint helps marketers navigate the complexities of patient privacy and digital marketing tools, the value of a HIPAA-compliant marketing ecosystem where data privacy is a top priority, and future trends that can foster more efficient healthcare marketing.

    26 min
  3. 01/17/2025

    Bridging Healthcare Gaps Through Digital Transformation

    In this episode… As digital technologies disrupt every sector, the health sector stands firm yet restless against the tides of change. Innovation and tradition collide in an industry as old as time, setting the stage for a monumental paradigm shift. How can industry leaders foster transformation within this stronghold? Jared Johnson is the Chief Marketing Officer at Praia Health, the first consumer experience orchestration platform for healthcare, revolutionizing how health systems engage and retain patients. With a robust background in healthcare marketing, Jared offers a compelling look at how the industry can innovate by embracing consumerism and leveraging technology to enhance accessibility and personalization. He explains how Praia Health's innovative platform creates a unified digital experience, enabling health systems to meet patient needs through personalized interactions. With success stories and practical applications of implementing change within complex systems, he illustrates the tangible benefits of reducing technical debt and fostering interconnected ecosystems. His approach prioritizes a deep understanding of revenue cycles and consumer engagement, aligning organizational goals with evolving patient expectations. Tune in to this episode of For the Better as Ben Cash hosts Jared Johnson, Chief Marketing Officer at Praia Health, to discuss the complexities of digital innovation in healthcare. Jared shares valuable insights on the evolution of consumerism within the healthcare sector, the potential of retail health, and the nuances of technology adoption. He also delves into Praia Health's approach to bridging the gap between current health system capabilities and evolving consumer demands.

    31 min

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About

For the Better is the podcast for those working to affect change within their team, organization, or community.