Rocky Sickmann has lived a life few can imagine. A U.S. Marine Corps veteran and one of the 52 Americans held for 444 days during the Iranian hostage crisis, Rocky's story is one of faith, endurance and purpose. In this episode, he reflects on his time in captivity, the values that sustained him and the lives lost that continue to inspire his work. Now serving as Director of Anheuser-Busch accounts for Folds of Honor, he shares how his journey led him to a mission that helps provide scholarships for families of fallen and disabled service members and first responders. It's a conversation about country, commitment and carrying on.

Farrah Fite of the Missouri Hospital Association (MHA) joins Cliff to discuss the challenges and opportunities in communicating health care issues across rural Missouri. From open enrollment to Medicaid funding cuts, Farrah explains how MHA helps hospitals navigate a complex landscape while building trust with patients, providers and policymakers. Tune in for insights on messaging, member engagement and the shared mission of keeping Missourians healthy.

How do you communicate complex public health messages across a state with diverse communities? In this episode, Cliff visits with Lisa Cox and Sami Jo Freeman from the Missouri Department of Health & Senior Services to explore their approach to connecting with Missourians through effective communication. From supporting local health departments to managing crisis messaging during the pandemic, they share how their team helps people live healthier lives, one message at a time.