Chapter 15 - Pharmaceutical Marketing in Perspective

Question 1

What are the most important factors in prescribing?

Answer 1

The physician’s clinical knowledge and experience, and the patient’s unique situation.

Question 2

What is the most common (and the only legal form) of DTC advertising in Europe?

Answer 2

Disease-state advertising is used by marketers to provide the public with information on a disease (not a drug).

Question 3

Why has generic medicine use continued to rise despite the advent of DTC advertising in the U.S.?

Answer 3

Because of payers’ utilization management techniques (formularies).

Question 4

Drug prices have increased as a direct result of the increase in drug advertising. True or false?

Answer 4

False.