Through the magic of social media and a legion of true believers, it reached a Lady Gaga-esque 52 million people in the first four days.

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To get the word out, the Kaiser Family Foundation will launch an ambitious national media campaign that will include taped public service announcements by Magic Johnson, a one-time star of the Los Angeles Lakers turned inner-city entrepreneur, and Rebecca Lobo, one of the most high-profile players in the Women's National Basketball Association (WNBA).

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Magic seems to happen when things go viral, when customers use social media to talk products up to each other.

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