Chapter 3 - Pharma Customers

28 Questions | By Msquared | Updated: Mar 20, 2022 | Attempts: 114

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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"