A Journal of Marketing editorial argues that healthcare markets should move beyond the study and management of conventional B2B and B2C strategies to account for new actors, roles, and exchanges.

Read an in-depth recap of this research here: https://www.ama.org/2023/11/28/what-is-the-role-of-marketing-in-disrupted-health-care-markets-its-time-to-move-beyond-conventional-strategies-to-account-for-new-actors-roles-and-exchanges/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231213154

Reference: Christine Moorman, Harald J. van Heerde, C. Page Moreau, and Robert W. Palmatier, “Marketing in the Health Care Sector: Disrupted Exchanges and New Research Directions,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: innovation, supply chain, governance, marketing

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM