The average recession lasts 18 to 24 months. By October 2009, there probably will be light at the end of the tunnel. Budget cuts have put market share “on sale” and left organizations vulnerable. Marketers can demonstrate why communications shouldn’t be sacrificed in down times. And, tomorrow will be much different from yesterday. In the post-recession world, a perfect storm of factors will reshape the healthcare landscape. Savvy planners, marketers, and communicators can guide their organization’s future.