Industrial Marketing in Healthcare

Call for papers for: Journal of Business & Industrial Marketing

Industrial Marketing in Healthcare

A special issue of Journal of Business & Industrial Marketing

Guest editors:

Francesco Schiavone, University of Naples Parthenope, Italy
Email: [email protected]

Daniele Leone, University of Naples Parthenope, Italy
Email: [email protected]

Deadline for submissions of new papers:

July 31st, 2020

Various external conditions are making healthcare industry very complex in the third millennium. Some of these conditions are, for instance, the rapid aging of world population and the difficult access to medical care for some social groups due to more stringent budget-driven constraints. Despite such issues, institutional and private players must ensure to citizens security, dignity, and full participation to societal benefits. Health organizations must redefine their strategies, and even their practices to face effectively the new opportunities about managing the access, value and sustainability of care (Elton and O’Riordan, 2016). Research literature on industrial marketing in all its different forms presently still occupies a crucial role in the works among academic scholars. In the last ten years, literature largely reports how pharmaceutical companies had to deeply change their business models and their business relationships in order to survive (Pilon and Hadjielias, 2017; Spurrell et al., 2019). Another evidence is the recent incoming and diffusion of market access approach has created a new opportunity for international firms involved in the healthcare context (Schiavone and Simoni, 2019). Disruptive innovation in healthcare is an important way to face these issues and other industry problems and challenges (e.g. regulations) (Hwang and Christensen, 2008). For these reasons, industrial relations in these contexts could involve a series of special activities such as pricing, products, services, information sharing that allow a business to plan prolific long-term relationships with strategically important customers (Lancioni, 2005; Sakari Makkonen et al., 2014; Pilon and Hadjielias, 2017). However, industrial marketers of healthcare actors (hospitals, pharmaceutical companies, R&D centers, institutional agencies and so on) can play an important role in this game (Pilon and Hadjielias, 2017; Schiavone and Simoni, 2019).

The aim of this special issue is to collect high-quality papers addressing and contributing to the debate about the main criticalities of the industrial marketing in healthcare systems and organizations. Papers submitted to this JBIM special issue will have to explore and provide new knowledge about the main industrial opportunities, issues and challenges (e.g., negotiations, pricing and reimbursement, supply-chain management) that lead health organizations and systems have to face in order to create (or destroy) value. This special issue welcomes new research issues and business problems faced by the healthcare players. We collect papers able to propose new B2B practices and models implementable by healthcare systems, institutions and organizations. This issue will attempt to search for new industrial marketing tools, practices and models for managing the complexity of the healthcare system and services in order to support value co-creation.

We welcome submissions to this special issue. Topics covered include (but are not limited to):

- Health institutions, drugs purchasing and pricing
- New technologies and novel sales practices by healthcare actors
- Industrial branding and repositioning in healthcare
- Industrial ecosystems for healthcare delivery
- Value co-creation in health services
- Industrial innovation in healthcare networks
- Business negotiations between health actors
- Strategies for supply-chain management, market access and drugs delivery
- Adoption and diffusion of innovation in healthcare industrial markets
- B2B marketing strategies in the health sector

Please read the guidance to authors on the journal's page before submitting.

Submission Information

All papers should be submitted through the Journal’s submission process, i.e., ScholarOne Manuscript Central online submission system. Please make sure you select the special issue “Industrial Marketing in Healthcare” when submitting your manuscript. For details on how to submit using Manuscript Central, please, see the (JBIM) author guidelines.

The deadline for full paper submissions is July 31, 2020. The submissions must conform to JBIM’s author guidelines (see address below). These guidelines will also steer authors through the submission process. Articles submitted should not have been published before in their current (or substantially similar) form and should not be under consideration for publication elsewhere. Please see Emerald's originality guidelines for further details.

Further information

For questions regarding the content of this special issue, please contact the guest editors:
Francesco Schiavone, University of Naples Parthenope, Italy
Email: [email protected]

Daniele Leone, University of Naples Parthenope, Italy
Email: [email protected]


Hwang, J., & Christensen, C. M. (2008). Disruptive innovation in health care delivery: a framework for business-model innovation. Health affairs, 27(5), 1329-1335.
Elton, J., & O'Riordan, A. (2016). Healthcare disrupted: Next generation business models and strategies. John Wiley & Sons.
Lancioni, R. (2005). Pricing issues in industrial marketing. Industrial Marketing Management, 34(2), 111-114.
Pilon, F., & Hadjielias, E. (2017). Strategic account management as a value co-creation selling model in the pharmaceutical industry. Journal of Business & Industrial Marketing, 32(2), 310-325.
Sakari Makkonen, H., & J. Johnston, W. (2014). Innovation adoption and diffusion in business-to-business marketing. Journal of Business & Industrial Marketing, 29(4), 324-331.
Schiavone, F., & Simoni, M. (2019). Strategic marketing approaches for the diffusion of innovation in highly regulated industrial markets: the value of market access. Journal of Business & Industrial Marketing, Vol. 34 No. 7, pp. 1606-1618.
Spurrell, M., Araujo, L., & Proudlove, N. (2019). Capturing context: An exploration of service delivery networks in complex case management. Industrial Marketing Management, 76, 1-11.