Market Analysis Flashcards
7 cards from real CNPR practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Market Analysis flashcards as text
Which data source is most commonly used by pharmaceutical companies to track real-world prescription trends by geography and physician specialty?
Answer: IQVIA (formerly IMS Health) syndicated data
IQVIA (formerly IMS Health) provides syndicated prescription data that tracks dispensing trends by region, specialty, and drug.
A rep's territory shows high total prescription volume but low market access due to formulary restrictions. What strategic focus is most appropriate?
Answer: Prioritize managed care access and payer discussions
When formulary restrictions limit access, the most impactful strategy is working to improve payer coverage and formulary positioning.
In pharmaceutical market analysis, what does 'days of therapy' (DOT) measure?
Answer: The total number of treatment days provided by dispensed prescriptions
Days of therapy (DOT) quantifies the total number of days of medication dispensed, accounting for pack size and dosing regimen.
Which concept describes the total number of patients who could potentially benefit from a drug in the market?
Answer: Total addressable market (TAM)
Total addressable market (TAM) represents the maximum potential patient population that could use a given product if there were no market barriers.
A pharmaceutical company launches a new statin. What is the best way to define the competitive set for market share analysis?
Answer: All drugs within the HMG-CoA reductase inhibitor class
The competitive set for market share analysis should include all drugs with the same mechanism of action — other statins — regardless of brand or generic status.
When analyzing physician prescribing data, a 'decile' ranking is used to:
Answer: Rank physicians into ten equal segments by prescription volume
Decile ranking divides physicians into ten equal groups based on their prescribing volume, helping reps prioritize high-value targets.
What is 'lifecycle management' in the context of pharmaceutical market strategy?
Answer: Strategies to extend a drug's commercial value beyond patent expiration
Lifecycle management involves strategies such as new indications, formulations, or combination products to sustain a drug's commercial relevance after patent expiry.