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
What does 'pull-through' mean in the context of pharmaceutical market access?
Answer: Converting formulary wins into actual prescriptions at the pharmacy and physician level
Pull-through refers to the sales activities needed to translate formulary coverage into actual prescription volume at the prescriber and dispenser level.
Which metric measures the percentage of a product's prescriptions that are actually dispensed relative to the number written?
Answer: Prescription-to-dispense rate (abandonment rate)
The prescription-to-dispense (or abandonment) rate tracks how many written prescriptions are actually filled, revealing access or affordability barriers.
A competitor drug receives a new FDA-approved indication in your primary therapeutic area. In SWOT terms, this represents:
Answer: An external threat to your market position
A competitor gaining a new indication in your market is an external environmental threat that may take market share from your product.
In pharmaceutical market analysis, 'patient compliance' data is important primarily because:
Answer: It reflects real-world treatment effectiveness and impacts refill prescription volumes
Patient compliance (adherence) directly affects clinical outcomes and drives refill prescriptions, which are a major component of total prescription volume.
What does 'category growth rate' tell a pharmaceutical sales rep about her market?
Answer: The rate at which the entire drug class is expanding or contracting
Category growth rate measures how fast the overall therapeutic class is growing, providing context for interpreting individual brand performance.
A physician who was previously in decile 8 has dropped to decile 3 in your product's prescriptions. What is the most likely appropriate action?
Answer: Investigate the reason for the decline and address any barriers
A significant drop in prescribing warrants investigation — possible causes include formulary change, patient adverse event, or a competitor detail — before taking action.
Which of the following best describes 'off-invoice discounts' in pharmaceutical market analysis?
Answer: Discounts given to wholesalers or payers that are not reflected on the published list price
Off-invoice discounts are price concessions negotiated with channel partners (wholesalers, PBMs) that reduce the effective net price below the WAC list price.