Fresh off her win as the 2025 Swaay.Health Marketing Rising Star, Shelby Auer, Senior Account Manager at Hedy & Hopp, joins me to share her journey. We talk about the Hedy & Hopp philosophy she embodies—‘pivoting with positivity’ and why trust and collaboration matter even more than metrics. Tune in to hear how Shelby is shaping the future of healthcare marketing with equal parts heart and strategy.

Key Takeaways:

• Authenticity and vulnerability are powerful leadership tools that strengthen both client and team relationships.
• Pivoting with positivity helps teams adapt to change while maintaining morale and focus.
• Deep research and fresh perspective can uncover hidden opportunities that drive impactful results.

When Shelby Auer first set out in her career, healthcare marketing wasn’t on her radar. With a background in journalism and public relations, she thought she might build a path in the nonprofit world. But an internship at a small agency opened her eyes to the thrill of juggling diverse projects, building relationships, and finding creative solutions. “I fell in love with the juggling of different priorities, different projects, getting to know so many different types of people and what makes them tick,” she recalls. That spark eventually led her to Hedy & Hopp, a full-service healthcare-focused agency whose mission and values aligned with her personal desire for purposeful work.

Ask Shelby what she loves most about her work, and she won’t bring up KPIs or campaign metrics—it’s the people. “I just really enjoy getting to know people and what makes them tick,” she says. “That’s where the magic happens.” As a Senior Account Manager, she’s become known for the way she builds trust by truly understanding her clients. Not just their goals, but what drives them—paired with her collaborative style that keeps teams moving forward in an industry where change is constant. Shelby also embodies Hedy & Hopp’s commitment to “kind over nice” and lives by a philosophy the team at Hedy & Hopp call pivoting with positivity. “In healthcare marketing, we pivot as much as we breathe,” she laughs. “You can pivot and grumble, or you can pivot and look for the silver lining. I try to set the tone so our clients and team see the bright spots, even when things are hard.”

Part of what drew Shelby to Hedy & Hopp in the first place was the agency’s strong cultural foundation. The company doesn’t just talk about its core values, it holds team members accountable to living them every day. Employees are encouraged to reflect on how they embody values like collaboration, curiosity, and authenticity in their work. For Shelby, this ethos has been transformative. “It’s not just about hitting goals—it’s about who we are as professionals and people. That’s what makes this work so fulfilling,” she shares.

Shelby’s recognition as the Marketing Rising Star at the 2025 Swaay.Health Awards stems from her ability to blend strategy with creativity in ways that deliver real impact. She’s earned a reputation for diving deep into research, uncovering overlooked opportunities, and bringing a fresh perspective to every challenge. Whether reworking campaigns to meet state-specific advertising rules or identifying untapped service lines through audience insights, Shelby consistently turns complexity into results. It’s this mix of detail-oriented rigor and innovative thinking that has built trust with clients and admiration among peers, qualities that made her stand out as this year’s Rising Star.

Looking ahead, Shelby is eager to lean more into mentorship, paying forward the guidance she’s received. Outside of work, she’s taking on a personal challenge, training for her first 10K in her new home of Chicago. It’s a goal that, much like her professional journey, blends ambition with optimism. “I like putting myself in situations I wouldn’t normally,” she laughs. Whether crossing a finish line or leading a client project through a major pivot, Shelby brings the same blend of positivity, authenticity, and purpose that have made her a true rising star in healthcare marketing.

Check out all of the 2025 Swaay.Health Award winners, and keep an eye out for this year’s nominations—you won’t want to miss them!