As the world faces a pandemic of a magnitude not witnessed for over 100 years, we are reminded of healthcare’s fundamental role in our interconnected world. Marketing as a discipline has not lived up to its potential contributions to this important aspect of our lives. The Journal of Marketing Special Issue on “Marketing in the Healthcare Sector” is dedicated to promoting research on healthcare marketing. Scholars from across the marketing discipline have shared their own views on unanswered questions facing marketing in the healthcare sector.