The health care industry often faces unique challenges that must be overcome to ensure a sustainable growth pattern. Subject to changes in the marketplace and the needs of consumers, health and wellness practices, companies, and related businesses in the industry must engage in strategic marketing that builds trust with a patient audience. Health care marketing must be modern, innovative, and, most importantly, communicate on a level that resonates strongly enough to enable brands to form long-term relationships with patients. Adweek's Health and Wellness column focuses on industry-related news and health and wellness marketing topics. Feature articles also showcase how brands are developing strategies and making great strides in how health care marketing and advertising are being presented now and in the future.