Introduction to the Special Issue on Marketing Science and Health

This editorial introduces the special issue on marketing science and health. We begin by describing the healthcare ecosystem and its many distinguishing features relative to other markets. With its large share of U.S. and world gross domestic product; rapid changes on the demand, supply, and regulatory sides; and a complex ecosystem with many types of participants, healthcare markets provide a rich canvas of novel research opportunities for marketing scholars. We then describe the special issue process and the papers published in the special issue. We summarize key themes that emerge from these papers and conclude with a discussion of future research opportunities in the area.