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.

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.

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.

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.

With the healthcare industry becoming more consumer-centric, providers face the challenge of aligning their operations with patients' real needs. Addressing patient engagement requires a multifaceted approach that involves patients in their healthcare journey, fosters shared decision-making, and enhances the overall patient experience. How can organizations ensure that their digital solutions genuinely benefit those they aim to serve?

Adam Cherrington, Vice President of Digital Health and Patient Voice at KLAS Research, a healthcare IT research firm focused on improving healthcare technology and services by evaluating vendor performance. With over 12 years at KLAS, Adam has championed initiatives prioritizing patient engagement and alignment between healthcare providers and technology vendors. His work led to the development of the KLAS Patient Voice Collaborative, which amplifies patient perspectives to inform healthcare solutions. He illustrates the significant discrepancies between what healthcare providers and vendors offer versus what patients prioritize. By amplifying patient voices, KLAS Research helps healthcare organizations identify and bridge these gaps, ultimately enhancing patient-centered care.

In this episode of For the Better, Ben Cash interviews Adam Cherrington, Vice President of Digital Health and Patient Voice at KLAS Research, about fostering patient-centered healthcare technology. Adam highlights the importance and impact of genuinely listening to patients, the necessity of overcoming traditional silos, driving organizational change through data-informed decisions, and how to utilize technology effectively within a structured change management framework.