Chapter 3 - Pharma Customers

28 Questions | Total Attempts: 61

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Customer Quizzes & Trivia

Chapter 3 Quiz.


Questions and Answers
  • 1. 
    What are the three departments of a pharma company that develop strategy to influence the demand of a product?
    • A. 

      Marketing, R&D, Admin

    • B. 

      Field Sales, Managed Markets, Marketing

    • C. 

      Managed Markets, Operations, Field Sales

    • D. 

      Regulatory Affairs, Field Sales, R&D

  • 2. 
    Which three customer groups make up the demand drivers for a pharmaceutical product?
    • A. 

      Payers, Consumers, Retailers

    • B. 

      Wholesalers, Consumers, Pharmacists

    • C. 

      Authorized Healthcare Professionals/Physicians, Consumers, Payers

    • D. 

      Retailers, Pharmacists, Authorized Healthcare Professionals/Physicians

  • 3. 
    What role do wholesalers NOT play as the primary distribution channel for the pharma industry?
    • A. 

      Assume risk and responsibility for product supply

    • B. 

      Manage receivables and credit risk

    • C. 

      Specialize in distributing pharmaceutical products to pharmacies, hospitals, and clinics.

    • D. 

      Enforce regulatory requirements for product handling and distribution

    • E. 

      Sell their products in bulk at a cost effective price.

  • 4. 
    Why is the government a unique customer group?
    • A. 

      It is not responsible for supplying payment for the pharmaceutical products it receives.

    • B. 

      It serves special populations and receives favorable pricing.

    • C. 

      Because it controls the FDA, the government is less liable for regulatory affair infractions.

    • D. 

      Because it's the US government, which is unique to begin with.

  • 5. 
    Two ways companies work with each customer group to drive demand for their products:
    • A. 

      Increase awareness of a certain disease and its available therapies, and cut costs for those available therapies.

    • B. 

      Rely solely on marketing and promotions to drive demand.

    • C. 

      Focus on differentiating their product from others in the market and increasing awareness of a certain disease and its available therapies.

    • D. 

      Differentiate their product from others in the market and saturate the market with notable information about the product.

  • 6. 
    Who is the most important customer base for almost all prescription products.
    • A. 

      Suburban housewives

    • B. 

      The consumer

    • C. 

      Those with prescribing authority

    • D. 

      Pharmacists

  • 7. 
    What information does a written prescription NOT have on it?
    • A. 

      The prescribers and patients identities

    • B. 

      The product strength and form

    • C. 

      Dispensing instructions

    • D. 

      The condition that the drug is supposed to treat

  • 8. 
    What does DAW stand for?
  • 9. 
    What is a KOL (key opinion leader)
    • A. 

      The leader of a focus group/think tank regarding appropriate messaging of a new product.

    • B. 

      A broad group of widely respected physicians who have influence over their peers because of their past medicinal discoveries.

    • C. 

      A select group of physicians who held a leadership role in a clinical trial and can influence the adoption of novel products.

    • D. 

      A prescribing physician who, because of their elete industry status, influences the thoughts of the consumer on which products to use.

  • 10. 
    Which is not a sub category of "General Practitioner"
    • A. 

      General surgery

    • B. 

      Internal medicine

    • C. 

      Obstetrics and gynecology

    • D. 

      Pediatrics

    • E. 

      Family practice

  • 11. 
    On which program do physicians NOT heavily rely to stay abreast of developments in pharmaceutical therapy?
    • A. 

      Continuing education programs

    • B. 

      Professional publications

    • C. 

      Product presentations delivered by pharmaceutical sales reps

    • D. 

      Pharmacy benefit managers

    • E. 

      Journal advertising

  • 12. 
    What information is NOT typically highlighted/included on promotional tool/clinical evidence for a pharma product?
    • A. 

      Details about the clinical trials

    • B. 

      Science behind the product

    • C. 

      Clinical evidence in a graphical form

    • D. 

      Summarized/highlighted key messages

    • E. 

      A detailed list of the adverse effects of the product

  • 13. 
    What two principles make up "adherence"? 
    • A. 

      Compliance and Regulation

    • B. 

      Consistence and Persistence

    • C. 

      Persistence and Compliance

    • D. 

      Persistence and Determination

    • E. 

      Ad and Herence

  • 14. 
    What is "Direct to Consumer Advertising"?
    • A. 

      Pharma companies selling their products directly to the consumer

    • B. 

      Pharma companies paying physicians to promote their products

    • C. 

      Pharma companies using consumer advertising techniques to reach its customer base

    • D. 

      Pharma companies using pharmacies to market and sell their generic equivalents at a lower price.

  • 15. 
    To what/whom does the term "payer" refer?
    • A. 

      The individual consumer

    • B. 

      The pharmacist whom the consumer pays

    • C. 

      The regulatory bodies that control the pharma companies

    • D. 

      The broad array of customers that collectively control reimbursement for drug use

  • 16. 
    The FDA controls:
    • A. 

      How products are promoted to prescribers

    • B. 

      Physician referrals

    • C. 

      Consumer advertising

    • D. 

      A and B

    • E. 

      A and C

  • 17. 
    It is estimated that ___% of all drugs perscribed in the U.S. are initiated by consumer request.
    • A. 

      10%

    • B. 

      30%

    • C. 

      50%

    • D. 

      70%

    • E. 

      90%

  • 18. 
    True or false: Open formularies provide no reimbursement for products that are not on the formulary.
    • A. 

      True

    • B. 

      False

  • 19. 
    What is a Pharmacy Benefit Manager?
    • A. 

      The HR representative for pharmacists

    • B. 

      The manager of a pharmacy

    • C. 

      An office of the FDA, responsible for making sure pharmacists adhere to all FDA regulations

    • D. 

      An organization that administers pharmacy benefits on behalf of healthcare payers.

  • 20. 
    What is the most common strategy employed by pharmaceutical companies to ensure a position in the formulary?
    • A. 

      Offer concessionary pricing (rebates)

    • B. 

      Be the most effective drug on the market for a particular condition

    • C. 

      Demonstrate increased safety over alternative therapies

    • D. 

      Be the least expensive drug on the market for a particular condition

  • 21. 
    What is the main difference between a retail pharmacy and a hospital pharmacy?
    • A. 

      The types of drugs dispensed: schedule I-III drugs are only dispensed in a hospital pharmacy due to their high risk of abuse.

    • B. 

      The customer base: retail pharmacies accept any valid prescription and hospital pharmacies dispense prescriptions to patients being treated within the hospital

    • C. 

      The location of the pharmacy: hospital pharmacies are the only place in a hospital that a patient can get a prescritpion filled

    • D. 

      There is no difference between the two.

  • 22. 
    Why do pharmaceutical companies typically divide pharmacies into classes of trade?
    • A. 

      To divide large national chains from single-store independent pharmacies.

    • B. 

      To establish appropriate pricing strategies and market priorities.

    • C. 

      To ensure full saturation of the market with their product.

    • D. 

      To separate pharmacies based on their focus of chemical or biological products.

  • 23. 
    True or false: Pharmacy and pharmacist licenses are federally-controlled to ensure consistency from state to state.
    • A. 

      True

    • B. 

      False

  • 24. 
    True or false: Pharmacists are sometimes allowed to modify prescriptions.
    • A. 

      True

    • B. 

      False

  • 25. 
    What is NOT a utilization control used by payers?
    • A. 

      Manufacturing restrictions

    • B. 

      Educational programs

    • C. 

      Prior authorization requirements

    • D. 

      Co-pays

    • E. 

      Utilization "report cards"

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