Many people thought Regina Phelps, a crisis management consultant, was "crazy" when she added pandemic planning to her company's list of services in the late 1990s.

"Then in 2006, when the avian influenza [H5N1 outbreak] really picked up, it was like, 'oh, my gosh, they're so brilliant,'" Phelps tells CNBC Make It. (The so-called bird flu infected at least 800 people from 2003 to 2015, and has about a 60% death rate, according to the World Health Organization.)