HCMG EXAM QUESTIONS AND ANSWERS LATEST
EDITION ALREADY GRADED A+
product marketing position
differentiate the drug from competition
reason for designing brand messages
reinforce key product attributes
marketing first or best drug
best to be first in class
promotional claims
must be supported by FDA in order to be printed on the label
off-label prescription
legal way for doctors to alter the amount of a drug someone takes
payer possible reaction to off labelling
could scrutinize and deny reimbursement
advertisement of off-label use
sale reps giving physicians published articles about the use only if they request it
punishment of lititgation under FDA Act and false claims act
$billions in fines
customers: physician
primary care v specialists, hospital v retail, concerned with efficacy and safety
customers: patients
age, gender, education, life-style, ability to pay, experience with prior treatment, efficacy and safety and
convenience and quality of life
customers: payers
public (medicare/aid), commercial, national payers, value/cost-effectiveness, how will drug affect costs
and outcomes
physicians (push)
detailing (sales calls and drug samles), professional meetings, publications
patients (pull)
EDITION ALREADY GRADED A+
product marketing position
differentiate the drug from competition
reason for designing brand messages
reinforce key product attributes
marketing first or best drug
best to be first in class
promotional claims
must be supported by FDA in order to be printed on the label
off-label prescription
legal way for doctors to alter the amount of a drug someone takes
payer possible reaction to off labelling
could scrutinize and deny reimbursement
advertisement of off-label use
sale reps giving physicians published articles about the use only if they request it
punishment of lititgation under FDA Act and false claims act
$billions in fines
customers: physician
primary care v specialists, hospital v retail, concerned with efficacy and safety
customers: patients
age, gender, education, life-style, ability to pay, experience with prior treatment, efficacy and safety and
convenience and quality of life
customers: payers
public (medicare/aid), commercial, national payers, value/cost-effectiveness, how will drug affect costs
and outcomes
physicians (push)
detailing (sales calls and drug samles), professional meetings, publications
patients (pull)
