When you think of using the Web to promote your healthcare organization, what comes to mind? Pay-per-click ads and search engine optimization? A Web site that looks good and is easy to navigate? Increasingly, healthcare organizations are casting their nets a little wider, adding blogs, podcasts, virtual nurseries, clinical wizards, microsites and a bevy of other innovative tools to their sites. And marketers are discovering that these gadgets aren't just nice extras-they're powerful tools that help make connections with consumers. Patient blogs like the ones at High Point Regional Health System not only educate consumers about a specific service line, but also build a sense of community and foster feelings of trust and familiarity for the facility.