ABSTRACT
When we first discussed a special issue on pharmaceuticals, marketing and society, we were focused on translating familiar research topics into this critical industry. In those now distant 2019 ?before times,? we looked forward to reading papers related to all aspects of the marketing mix, regulation and practice - hopefully providing insights that were both broad in reach and specific in application. However, around March 2020, it became clear that one medical condition, and pharmaceutical challenge, would draw the world's attention - and with it, change the center of gravity around which our work would revolve. Virtually every major marketing journal turned its gaze on COVID-19, as did many funding agencies, regulatory bodies and companies. As we watched, COVID-19 continued to change, challenging our understanding of the way that pharmaceuticals, marketing and society would contribute, and presenting constant shifts in our conceptualizations of all three.
ABSTRACT
The COVID-19 pandemic placed a heavy weight on a trillion-dollar global pharmaceutical industry already struggling under the opioid crisis and pricing controversies. Although the drug development process typically takes ten or more years, the urgency of COVID-19 forced government regulators to shed tradition for flexibility. The race for effective treatments and care reveals knowledge gaps for marketing scholars to fill, enabling us to play a more positive role in future crises. We highlight three of these gaps: (1) confusion arising from off-label prescribing and emergency use authorization (EUA), (2) consumer access to testing, and (3) pharmaceutical supply chain issues.