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.

中文翻译：

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营销科学与健康专刊简介

这篇社论介绍了有关营销科学与健康的特刊。我们首先描述医疗保健生态系统及其相对于其他市场的许多区别特征。在美国和世界国内生产总值中占有很大份额；需求，供应和监管方面的快速变化；复杂的生态系统以及众多类型的参与者，医疗保健市场为市场营销学者提供了丰富的新颖研究机会。然后，我们描述特刊的过程以及特刊中发表的论文。我们总结了这些论文中提出的关键主题，并以对该领域未来研究机会的讨论作为结束。