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Introduction

TheÌýJournal of Historical Research in MarketingÌýinvites submissions for a special issue on the marketing of medical and health-related products.

Marketing-associated activities focused on medical and health-related goods and services is evident throughout the course of history, making an essential contribution to building and growth in both B to B and consumer markets. While innovation and marketing of medical and health-oriented products has made countless positive contributions to the healthcare industry, there have also been those less auspicious (particularly before regulation and industry controls of more modern eras). To provision the many features of medical and health-orientated markets, a wide assortment of products is needed. These range from those that are lifesaving or sustaining (e.g., emergency surgical supplies and equipment), bricks and mortar locations and servicescapes to enable service delivery (e.g., sanatoriums and spas), communications from government and private industry targeting consumer decision-making (e.g., vaccination, smoking cessation), growth and development of physick and pharmacological distribution and supply (e.g., early retailing by chemist and druggists, development of DTC markets), and even those whose positioning and appeal is based on more opportunistic, whimsical or superfluous claims (e.g., ‘efficacious’ minerals, potions, and supplements of the late 1800s). This special issue will collate work that enlivens and adds new and novel contributions to historical research in the marketing of medical and health-related goods and services. Submissions are invited from all disciplines. Cross-disciplinary work is also welcome.

For this special issue ofÌýJHRM,Ìýspecific topics related to the history of medical and health-related marketing might include:

• Advertising and promotion of consumer goods and services,
• Complementary and alternative medicines and therapies,
• Retailing of medical and health-related products. This might include both traditional chemists and pharmacies as well as the emergence of chain stores such as Britain’s Boots and America’s Walgreens,
• B to B sales and logistics,
• Using persuasive message ‘sources’ in branding and sales of goods,
• Marketing locations of care/ medical and health-oriented servicescapes,
• Marketing and communication of disruptive innovations /entrepreneurial marketing of goods and services,
• Communication and persuasion for health and lifestyle in a pre-social marketing era,
• Marketing of education programmes and recruitment to the health professions,
• Historical perspectives on marketing of ‘health’ products to vulnerable or marginalized populations.

Key Dates:

The submission deadline for this special issue is:
31^stÌýJanuary 2023.

If you are unsure of the suitability of your topic or have questions regarding a submission, please contact the special issue guest editors Dr. Jayne Krisjanous,Ìýjayne.krisjanous@vuw.ac.nzÌýand Dr. Richard Hawkins,Ìýr.a.hawkins@wlv.ac.ukÌý.

Submission Information:Ìý

Submissions for this special issue ofÌýJHRMÌýshould be made using ScholarOne Manuscripts, the online submission and peer review system. Registration and access is available on the journal’s ScholarOne site:Ìý.

Author guidelines must be strictly followed. Please see:

Submitted articles must not have been previously published, nor should they be under consideration for publication anywhere else, while under review for this journal.

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