It only feels shoe horned when they don’t write the character well.

There are a lot of cases where the person isn’t allowed to have any flaws or character development because they’re too scared to make them look bad in any way, which also means none of their achievements feel earned, and others where they just don’t care enough to waste screen time on things that aren’t highlighting whatever group they’re a part of

Have been a fair few shows I’ve seen where they’ve done it right, the character just happens to be whatever group they are and that’s only one of many chatacter traits, rather than that person’s only defining character trait being that they’re LGBT or disabled or whatever

The recent doctor who special is one of the bad examples, most of the time the woman in a wheelchair is onscreen it’s because they’re drawing attention to the wheelchair (oh no, a ladder, oh no a set of stairs etc etc) and not to develop her character in any way besides that