When we first discussed a special issue on pharmaceuticals, marketing and society, we were focused on translating familiar research topics into this critical industry. In those now distant 2019 “before times,” we looked forward to reading papers related to all aspects of the marketing mix, regulation and practice - hopefully providing insights that were both broad in reach and specific in application. However, around March 2020, it became clear that one medical condition, and pharmaceutical challenge, would draw the world's attention - and with it, change the center of gravity around which our work would revolve. Virtually every major marketing journal turned its gaze on COVID-19, as did many funding agencies, regulatory bodies and companies. As we watched, COVID-19 continued to change, challenging our understanding of the way that pharmaceuticals, marketing and society would contribute, and presenting constant shifts in our conceptualizations of all three.

当我们第一次讨论关于制药、营销和社会的特殊问题时，我们专注于将熟悉的研究主题转化为这个关键行业。在那些现在遥远的 2019 年“以前”，我们期待阅读与营销组合、监管和实践的各个方面相关的论文——希望能提供广泛而具体的应用见解。然而，在 2020 年 3 月左右，很明显，一种医疗状况和药物挑战将引起全世界的关注——并随之改变我们工作所围绕的重心。几乎所有主要的营销期刊都将目光投向了 COVID-19，许多资助机构、监管机构和公司也是如此。正如我们所看到的，COVID-19 继续发生变化，