Melissa Fors Shackelford, MBA, NACD.DC, APR

Boards should treat reputational oversight as a core governance imperative rather than a delegated marketing function, as trust is an enterprise asset that directly affects long-term shareholder value.

Reframes reputation as enterprise leadership accountability rather than a
communications function, with practical guidance for executives and boards on
owning it as strategic risk.

Investing in strategic healthcare communications is not just good marketing, it is essential for organizations that want to restore trust and improve patient outcomes.

In health care marketing, a commitment to inclusivity and accessibility is essential. By embracing accessible and inclusive marketing tactics, health care marketers acknowledge and show respect for the diversity within their patient base.

While many health care organizations are increasingly recognizing the importance of inclusivity and diversity in their marketing efforts, one area that requires further attention is the inclusion of disabilities. By incorporating people living with disabilities into marketing campaigns, businesses can foster empathy and dispel stigmas. By also highlighting accessibility features and capabilities, organizations can tap into a large audience that is often underserved and unseen.

“We’re operating in a different world today than five or six years ago,” says Fors. “Hazelden Betty Ford is now a very data-driven organization, and, as CMO, it’s incumbent upon me to show the value that marketing brings to the table.

“Fortunately, there have been so many advancements in the availability of patient information, financial data, and marketing analytics technology that it’s much easier for me to provide our leadership team with the detailed analysis that’s necessary to… Show more

“We’re operating in a different world today than five or six years ago,” says Fors. “Hazelden Betty Ford is now a very data-driven organization, and, as CMO, it’s incumbent upon me to show the value that marketing brings to the table.

“Fortunately, there have been so many advancements in the availability of patient information, financial data, and marketing analytics technology that it’s much easier for me to provide our leadership team with the detailed analysis that’s necessary to report on ROI.” Show less

As the behavioral health field becomes more competitive, marketing competency separates key market players from less successful organizations. When reviewing the performance of an organization, a few important questions emerge: how are organizations focused on marketing, what are the key performance indicators (KPI), and what is their overarching strategy? Specifically, for a non-profit organization, the approach to marketing is both organic and data-driven to support the entire organization… Show more

As the behavioral health field becomes more competitive, marketing competency separates key market players from less successful organizations. When reviewing the performance of an organization, a few important questions emerge: how are organizations focused on marketing, what are the key performance indicators (KPI), and what is their overarching strategy? Specifically, for a non-profit organization, the approach to marketing is both organic and data-driven to support the entire organization. Additionally, it is one that is geared toward understanding the needs of consumers in the markets that are served and developing a strategy that meets those needs at an acceptable cost with the resources that are available. And finally, it is one that meets consumers where they currently are, which is typically online.

For more on this topic, this month we talked to The Hazelden Betty Ford Foundation’s Vice President of Marketing Strategy Melissa Fors who provided insight on the non-profit organization’s principals of marketing. Hazelden Betty Ford is the nation’s largest non-profit addiction treatment provider with 17 sites in California, Minnesota, Oregon, Illinois, New York, Florida, Massachusetts, Colorado, and Washington—and serves roughly 20,000 patients annually. Reporting revenue of $183,947,324 in 2017, the Foundation offers prevention and recovery for adults and youth affected by addiction to alcohol and other drugs through inpatient and outpatient treatment. Programs are also available for families and kids faced with a loved one’s addiction, including the Children’s Program, which provides education and support for children of a parent with a substance use issue. The Foundation also includes a recovery publishing house, a fully-accredited graduate school of addiction studies, an addiction research center, and an influential institute for recovery advocacy and policy........... Show less

Article published in Strategic Health Care Marketing on the merger of The Betty Ford Center and Hazelden Foundation and the journey to develop and launch the newly minted Hazelden Betty Ford Foundation brand.

It’s a marriage made in heaven. In February 2014, two of the nation’s best-known substance abuse treatment organizations—Hazelden and the Betty Ford Center—said, “I do” to a merger. This agreement marked the culmination of more than 30 years of connectedness between the two… Show more

Article published in Strategic Health Care Marketing on the merger of The Betty Ford Center and Hazelden Foundation and the journey to develop and launch the newly minted Hazelden Betty Ford Foundation brand.

It’s a marriage made in heaven. In February 2014, two of the nation’s best-known substance abuse treatment organizations—Hazelden and the Betty Ford Center—said, “I do” to a merger. This agreement marked the culmination of more than 30 years of connectedness between the two organizations. Show less