While the basic fundamentals of marketing certainly apply to healthcare, there is no doubt this category is its own unique beast. To have a truly successful medical marketing campaign, it's essential to have a compelling message. Your creative needs to be relevant, unique, memorable, and defendable. Just as important is where to place that message. The channels you choose must be efficient and targeted, while also being cost-effective and measurable. This is why we think Internet marketing is going to be the way medical organizations are marketing in the future. It's something we're focusing on more in our web marketing efforts here in Houston.