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

中文翻译：

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大流行的涟漪效应：了解制药行业的营销和公共政策机会

COVID-19 大流行给已经在阿片类药物危机和定价争议中苦苦挣扎的价值数万亿美元的全球制药行业带来沉重负担 尽管药物开发过程通常需要十年或更长时间，但 COVID-19 的紧迫性迫使政府监管机构摆脱传统为了灵活性 有效治疗和护理的竞赛揭示了营销学者需要填补的知识空白，使我们能够在未来的危机中发挥更积极的作用 我们强调了其中三个空白：(1) 标签外处方和紧急使用授权引起的混淆(EUA)，(2) 消费者获得检测，以及 (3) 药品供应链问题