Slowly but steadily, new marketing tools are reshaping the healthcare communications landscape. Discover new tools and emerging trends—some functional, some just very cool—that will affect ways you reach your target audience. Take a look at what's emerged over the past year in national brand marketing, including citizen marketers, YouTube, mash-ups, microsites, hubs, seeds, memes, buzz, and more. See why emotion should play a bigger role in a strategic sense, and why information must be "packaged to go." Find out about the emergence of segments such as sanctimommies, the development of contagious products, and the crafting of a story worth repeating.