Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence.

On today’s episode, we’re joined once again by Melissa Fors Shackelford, health marketing strategist, accomplished consultant, renowned keynote speaker, and now Amazon’s #1 bestselling author with her new book, “Harnessing Purpose: A Marketer’s Guide to Inspiring Connection.” Host Sara Payne leads a deep-dive conversation into the essential role of purpose in marketing, exploring how both personal and brand purpose are at the very heart of meaningful work and, crucially, business success.

Melissa draws on two decades of shaping brand and growth strategies for healthcare organizations, including Optum, Hazelden Betty Ford, and Cigna’s Evernorth, to share why connecting our personal “why” with the organizational mission isn’t just aspirational, but also practical, powerful, and profitable. Together, Sara and Melissa unpack the realities of burnout and the so-called “soul-selling” reputation that sometimes haunts the marketing profession, contrasting it with Melissa’s own purpose-driven approach. The episode explores how leaders and organizations can avoid performative platitudes, instead cultivating authentic, values-aligned cultures that foster engagement, resilience, creativity, and tangible business outcomes.

Whether you’re feeling disconnected from the “why” of your day-to-day or are a marketing leader looking to inspire deeper commitment within your team, today’s discussion is packed with actionable guidance, real-world examples, and candid advice on harnessing purpose for both individual fulfillment and organizational growth.

Key Takeaways:

1. Aligning Personal and Brand Purpose Unlocks Engagement and Performance: Melissa emphasizes that the most effective marketing and the most fulfillment for marketers happens when personal purpose aligns with brand values. Marketers who understand both their own “why” and their organization’s mission are more resilient, creative, and motivated, producing authentic campaigns that resonate internally and externally.
2. Purpose-Driven Companies Outperform Competitors: The episode isn’t just about feel-good motivation Melissa cites research (from the likes of HBR and Deloitte) that shows 85% of businesses with a clear purpose see sales increase, while 42% without purpose see stagnation or decline. Purpose-driven organizations attract like-minded employees and customers, resulting in higher engagement, loyalty, and performance.
3. Authenticity and Consistency Are Essential to Building Trust: Saying the right things isn’t enough; posting values on lanyards or walls without truly living them can actively erode employee and consumer trust. Melissa and Sara discuss why it’s critical for leadership to model values and use them as a filter for decisions from hiring to service delivery, especially in high-stakes sectors like healthcare.
4. Purpose as a Decision-Making Filter Empowers Employees: The ultimate goal is for every employee to use company purpose and values as a guide in daily and “in the moment” decisions, especially when leaders aren’t around. This means purpose isn’t just strategy, it's culture, empowering staff with clarity and confidence, and fueling both psychological safety and creative risk-taking.
5. Marketing Can and Should Be a Force for Good: Melissa challenges marketing’s manipulative stereotype by sharing real healthcare examples where marketing ethics and mission-driven approaches protect vulnerable populations and foster positive change. She encourages all marketers to use their role for good, highlighting the growing importance of authenticity in both B2C and B2B environments.

To connect with Melissa Fors Shackelford or learn more about her bestselling book, visit harnessingpurpose.com or reach out on LinkedIn.

If you found today’s conversation inspiring, be sure to subscribe to the Health Marketing Collective wherever you listen. Thank you for being part of our community, where strong leadership and marketing excellence intersect, because the future of healthcare depends on it.

About Melissa Fors Shackelford

Melissa Fors Shackelford is a healthcare marketing strategist, consultant, and keynote speaker. She is the founder of Shackelford Strategies, where she helps executives and emerging businesses build brands, enter new markets, and grow with purpose. A former healthcare marketing executive at Optum, Hazelden Betty Ford, and Cigna’s Evernorth, Melissa brings more than 20 years of experience to her work. She is also the author of the Amazon #1 best seller Harnessing Purpose: A Marketer’s Guide to Inspiring Connection, and a frequent keynote speaker on topics including purpose-driven marketing, inclusive communications, and healthcare branding.