Inclusive Marketing Strategies That Connect With Diverse Audiences and Build Trust With Melissa Fors Shackelford
Inclusive Marketing Strategies That Connect With Diverse Audiences and Build Trust
Melissa Fors Shackelford
Senior Vice President at Let’s Get Checked

Inclusive Marketing Strategies That Connect With Diverse Audiences and Build Trust

With Melissa Fors Shackelford
By Stewart Gandolf, Chief Executive Officer

In this episode, Melissa Fors Shackelford, Senior Vice President of Marketing at Let's Get Checked and I explore the powerful role of inclusive marketing in healthcare.

We discuss key strategies like diverse imagery, ADA compliance, and accessible communication methods (e.g., closed-captioning and Telehealth) and why they are essential for reaching a wide audience and driving revenue growth.

By focusing on authenticity and empathy, marketers can break down barriers, challenge stigmas, and create campaigns that truly resonate across gender, age, race, or sexual orientation.

Learn how embracing inclusivity fosters trust and boosts your bottom line. Listen to the full episode now.

Listen to the podcast:

Key Insights and Takeaways

  • Embrace diverse imagery to authentically represent a broad range of audiences, ensuring your marketing feels inclusive and welcoming.
  • Incorporate accessible communication methods, such as closed-captioning and transcription, to improve content reach and inclusivity.
  • Prioritize ADA compliance by ensuring your digital platforms are accessible with features like screen reader compatibility and alt text.
  • Foster authenticity and empathy in your messaging to build genuine connections and trust with diverse audiences.
  • Address healthcare stigmas, like mental health, HIV, diabetes, or obesity, to reduce barriers and encourage individuals to seek care.
  • Recognize the revenue potential of inclusive marketing by engaging a larger, more diverse patient base.
  • When to consider external expertise to ensure your marketing strategies reflect a variety of perspectives.
“Adding diverse imagery is just table stakes for inclusive marketing. Marketers must deeply understand their audience and ensure their messages truly resonate with the broadest group of healthcare consumers. The impact of that goes beyond simply doing the right thing. It can significantly boost revenue by reaching more people who need your services and encouraging them to schedule an appointment.”

Melissa Fors Shackelford

We invite you to subscribe to our blog and connect with us on LinkedIn: Stewart Gandolf and Healthcare Success.

Note: The following raw, AI-generated transcript is provided as an additional resource for those who prefer not to listen to the podcast recording. It has not been edited or reviewed for accuracy.

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