Health Care Marketing
How then do healthcare marketers determine an e-marketing strategy?

According to Daniel Fell in healthleaders.com the key is the organization's specific goals. He lists three defining criteria:

Brand Building - mix of online branding strategies and consumer information services.
Driving Traffic to Physicians - offer referral services and promote the services/practices/clinis of individual physicians
Product-Specific Marketing - - create an interactive channel to draw patients into the service or serve existing patients with health management tools

Interetsing piece ... his article and discussion on six channel strategies is worth reading.