The past several years have seen some dramatic changes for the pharmaceutical industry's marketers that have forced them to reevaluate where to allocate budget. From the PhRMA Guiding Principles on direct-to-consumer advertising, to the steady loss of patent protection for branded pharmaceuticals, the traditional tools of the past decade are being replaced by methods that take into account the ways in which audiences now receive healthcare information. A new generation of Internet-savvy health-information seekers now exists, and smart marketers know the best ways to reach them.