In a Journal of Marketing special issue on “Marketing in the Health Care Sector,” we highlight more opportunities for marketing to contribute to the study and management of health care. We introduce a series of articles that offer novel contributions regarding marketing’s role, as well as a research agenda outlining more opportunities for marketing scholars to examine and understand whether and how these disrupted exchanges are improving health, empowering choice, and fostering competition.
We see an enormous opportunity for the marketing discipline to help understand and address the complexities arising from the unprecedented pace and level of change in health care exchanges. Asking questions about how the new actors and new roles are participating in these exchanges and to what end in terms of health, choice, and competition outcomes is a valuable role we can play. We invite contributions for creating a stronger role for marketing in the study and management of health care.
Harald J. van Heerde is Research Professor of Marketing, University of New South Wales, Australia.