At SHSMD, we’re proud to spotlight the inspiring journeys of professionals shaping the future of health care strategy. These member stories highlight the passion, creativity, and resilience that drive our field forward—from rural hospitals to national organizations. Meet the marketers, strategists, and innovators behind the work, and discover how SHSMD has supported their growth, connection, and success.
Know someone whose story should be featured? Nominate a SHSMD member by emailing kbrandon@aha.org.
Katie Engling
Marketing Manager
Johnson County Health Care Center
“Being small is actually our superpower.”
What initially drew you to the health care field?
I’ve experienced health care not just as a professional, but as a patient and a parent. I’ve had a baby at this facility. I’ve held my breath next to my child’s bed in the ICU for four long days. Those moments stay with you. They gave me a deep respect for the people who show up every day to care for others. After more than a decade in education, I transitioned into health care marketing because I saw how critical it was to bridge the gap between clinical excellence and community connection, especially in rural areas like mine.
Can you share a defining moment or key experience that shaped your career path in this field?
When I first stepped into my role, our OB program was at a breaking point. We were facing the very real possibility of having to close its doors if we couldn’t turn things around. There was no big budget, no flashy agency. Just a deep belief that rural care matters—and a need to remind our community that it belongs to them. That challenge became the birthplace of our “Your Bump Belongs Here” campaign. We leaned hard into storytelling, visuals that felt human and hopeful, and messaging that spoke directly to the heart of our community. The result? We’re now projected to increase our annual birth count by 43—a 205% increase from the year prior. That experience taught me something I’ll never forget: being small is actually our superpower. Our size lets us stay close to the stories. Budgets don’t define us—connection does. When you hone in on your brand voice and anchor it in purpose, people respond. They remember. They trust. That campaign didn’t just save a program. It reshaped how I view this work, and what’s possible in rural health care.
Which of your professional accomplishments are you most proud of, and why?
As I enter into my second year of health care marketing, my proudest accomplishment has been earning the trust of both our staff and senior leadership. As a one-woman team, I’ve led employee recognition initiatives, morale-building events, and internal systems that reinforce who we are—not just as a facility, but as a team. That trust has translated into action: I’ve been appointed Team Captain for our internal awards and recognition program, asked to lead our Culture & Engagement Team, brought on a videographer to elevate our brand voice, and was entrusted with leading our upcoming website redesign. It’s not a framed certificate, but it’s a foundation. And I’m grateful every day for the trust that allows me to keep showing up and doing meaningful work.
What skills or qualities do you believe have been most essential to your success in this profession?
Storytelling, strategic thinking, and adaptability. In rural health care, resources are limited—but creativity and authenticity go a long way. I’ve learned to blend data with emotion, and strategy with heart.
Has there been a mentor, colleague, or experience that has significantly influenced your career growth? How did they impact your journey?
My boss, Anna, took a chance on me when she hired me. I didn’t come from a traditional health care marketing background—I had limited experience and an education-based career behind me. I wasn’t the “safe” choice on paper, but she saw something in me and gave me the space to grow into this role. She’s offered guidance when needed, but more importantly, she’s allowed me to fully be myself in it. For someone in marketing, having that level of creative freedom—and the trust and financial backing to bring big ideas to life—is rare. Her leadership has not only shaped my confidence but also set the tone for how I want to lead someday. More recently, I’ve also worked with a career coach who’s helped me define goals that allow me to sustain this momentum while still honoring personal priorities. That combination—external support and internal clarity—has been a game-changer for my growth.
What advice would you give to someone just starting their career in your field?
Don’t wait until you feel perfectly qualified—most of us are learning as we go. What matters most is being curious, staying humble, and listening more than you speak in the beginning. Find the people who will take a chance on you—and when they do, show up with everything you’ve got. Be bold enough to bring new ideas to the table, but grounded enough to know when to learn from the room. And finally, don’t underestimate the power of building trust. In health care marketing—especially in small or rural systems—relationships are everything. Earn that trust, and doors will open you didn’t even know were there.
What industry trends or innovations do you think will have the biggest impact in the next five years?
I think we’re going to see a major shift toward local, story-driven marketing—powered by AI efficiency. People don’t just want information—they want connection, clarity, and care. Especially in health care, where trust is everything, the brands that succeed will be the ones who show up authentically and consistently. AI and automation will help teams (especially small ones like mine) streamline content creation, data analysis, and campaign management—but the differentiator will always be the voice behind the message. The most impactful marketing will blend smart systems with deeply human storytelling.
What resources, connections, or opportunities provided by SHSMD have been most valuable to you?
The SHSMD network and annual conference have been game changers for me. I’ve met peers navigating similar challenges, learned from organizations both big and small, and walked away with ideas I could put into action immediately. It’s where I connected with our now-videographer, took workshops from a potential website vendor, and found inspiration that directly shaped my work. SHSMD has easily been one of the most valuable investments I’ve made in my career.
How has your involvement with SHSMD contributed to your professional growth and success?
SHSMD has played a pivotal role in my growth—especially as someone newer to health care marketing. It gave me a place to learn, connect, and gain confidence in my voice. From the conference to the community, SHSMD has offered practical tools and strategic insight I’ve been able to bring back and implement right away. One of the most meaningful parts of my involvement has been being selected to serve on the Education and Editorial Advisory Board. It’s been an incredible opportunity to contribute, learn from others, and help shape the conversations that are moving our field forward. SHSMD hasn’t just helped me grow—it’s helped me belong.
Fun Fact:
I own a small egg business called The Tipsy Hen House. Every carton is hand-packaged, we feature a chicken “Employee of the Month,” and all proceeds go toward renovating my maximalist, hot pink chicken coop. It’s equal parts farm-fresh and fabulous.
Melissa Fors Shackelford
Principal Consultant
Shackelford Strategies
“Marketing is a team sport that thrives on authenticity and collaboration.”
What initially drew you to the health care field?
I fell into health care at Optum through the technology side, actually, and found that I loved being able to make a difference in people's lives. As marketers, we can work in any industry, but being a mission-driven person, I am drawn to health care.
Can you share a defining moment or key experience that shaped your career path in this field?
I've worked on the payer, provider, pharmacy, health tech, startup, and consulting sides of health care. I think working for a provider, being closer to the actual patient, was the most impactful and rewarding for me.
Which of your professional accomplishments are you most proud of, and why?
I'm so proud of leading the brand development and launch of an iconic behavioral health care brand—Hazelden Betty Ford Foundation.
What skills or qualities do you believe have been most essential to your success in this profession?
In health care and in marketing, being a collaborative leader is imperative. Marketing is truly a team sport and serves everyone in an organization, so listening to and valuing all available voices is essential for success.
Has there been a mentor, colleague, or experience that has significantly influenced your career growth? How did they impact your journey?
I have a longtime mentor named Theresa, who has been my sounding board and source of inspiration throughout my career. She encourages me to be true to myself, to my values, and to be authentic in my communication. It's been invaluable to have someone I trust and value when I have large decisions to make. I cannot recommend enough that everyone find and utilize a mentor.
What advice would you give to someone just starting their career in your field?
Marketers can work in any industry, but for those that are seeking purpose and meaning in their career in marketing, health care is a great choice.
What industry trends or innovations do you think will have the biggest impact in the next five years?
AI is going to have a massive and transformational impact on all professions, but particularly marketing. In health care marketing, we need the benefits of AI for things like personalization at scale, but we have to balance that with being authentic enough to build trust with health care consumers.
What resources, connections, or opportunities provided by SHSMD have been most valuable to you?
I am a huge fan of Futurescan. It's important for every marketer to keep up on trends in the industry, and Futurescan as a reference tool and the accompanying webcast has always been an imperative for me and my teams.
How has your involvement with SHSMD contributed to your professional growth and success?
I've participated in just about every way I can with SHSMD—from attending the annual conference to volunteering on a committee, writing articles and blogs, being a guest on the podcast, and speaking at the conference. I continue to learn from other members in SHSMD and will continue to give back where I can.
Fun Fact:
I speak Japanese, I lived in Japan for several years, and I continue to study the language!