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The future of healthcare marketing is here

Three healthcare organizations-Cleveland Clinic, the Dana-Farber Cancer Institute in Boston, and High Point Regional Health Systems in North Carolina-are breaking healthcare marketing barriers and tapping into a new resource: new media. Healthcare consumers are more technologically savvy than ever before and want the information they seek to be delivered quickly. Choice of mediums is also paramount, whether it's delivered in the form of blogs, podcasts, videos, e-mails, or online via Web sites. By effectively using new media devices to meet this growing need, these organizations have taken a different look at marketing, as consumers search less for specific products and more for answers to their healthcare problems.