In an editorial published by the Journal of Marketing, a group of scholars from Duke University, the University of New South Wales, the University of Wisconsin, and the University of Washington has called for the marketing field to adapt to the evolving landscape of healthcare markets. This call to action, which forms the introduction to a particular issue titled “Marketing in the Health Care Sector: Disrupted Exchanges and New Research Directions,” is spearheaded by authors Christine Moorman, Harald J. van Heerde, C. Page Moreau, and Robert W. Palmatier. Within this particular issue, the editors curate articles that not only shed light on marketing’s pivotal role within the healthcare sector but also chart a path for future research. This path explores how these changing market dynamics can enhance health outcomes, empower consumer choice, and stimulate competitive practices.
The healthcare industry, a crucial pillar of our global society, has undergone significant transformations over the past decade, influenced by shifts in demand and supply. These transformations have altered how healthcare services and products are developed, delivered, and consumed, highlighting the urgent need for a comprehensive understanding of marketing’s role in this new context. Traditional marketing strategies in the healthcare industry have predominantly focused on direct engagements, such as business-to-business interactions with health professionals and direct-to-consumer advertising. However, this approach overlooks the emergence of new players and the evolution of market structures in the face of ongoing disruptions.
Central to the editorial’s discussion is the concept of disrupted exchanges, which involve traditional and novel entities in the healthcare production and delivery chain. This includes conventional healthcare producers like pharmaceutical and medical device companies alongside new entrants such as tech and diagnostic firms. Similarly, the provider landscape has expanded to include traditional professionals and institutions as well as retail, alternative, and digital health influencers. Consumers, too, have evolved from passive healthcare recipients to active participants and creators of value within the health ecosystem.
The editorial delves into the consequences of these disrupted exchanges, mainly focusing on their potential to improve health outcomes, empower consumer decision-making, and foster a competitive environment that could enhance access, reduce costs, and improve service quality. However, it also raises concerns about the real impact of these changes, questioning whether they will genuinely lead to better health management, more apparent consumer choices, and meaningful competition that benefits societal welfare.
Emphasizing the need for further research, the editorial highlights the significant opportunity for the marketing discipline to unravel the complexities introduced by these rapid changes. By investigating the roles and impacts of new market actors, marketing scholars can contribute to a deeper understanding of the evolving healthcare landscape. This understanding, in turn, can inform strategies that leverage these disruptions for positive outcomes in health, consumer empowerment, and market competition.
The editorial team’s call to action clearly invites more scholarly engagement with these pressing issues. It underscores the importance of exploring how marketing can play a transformative role in navigating the challenges and seizing the opportunities presented by the dynamic healthcare sector.
More information: Christine Moorman et al, Marketing in the Health Care Sector: Disrupted Exchanges and New Research Directions, Journal of Marketing. DOI: 10.1177/00222429231213154
Journal information: Journal of Marketing Provided by American Marketing Association