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INTRODUCTION Flashcards

1
Q

a process that starts with identifying and understanding the needs and wants of the customer (demand) and then fulfilling those needs and wants (supply)

A

Marketing

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2
Q

a business that focuses on a particular type of product within a specific market segment

A

Nicher

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3
Q

the inherent property of a body that makes it oppose any force that would cause a change in its motion

A

Inertia

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4
Q

a process by which the market for pharmaceutical care is actualized

A

Pharmaceutical Marketing

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5
Q

broad area of biology, involving the use of living systems and organisms to develop or make products

A

Biotechnology

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6
Q

involved in discovering new or improved therapies that treat unmet medical and consumer needs

A

pharmaceutical industry

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7
Q

TOP 10 PHARMACEUTICAL COMPANIES IN THE WORLD (2019)

A
  1. Pfizer
  2. Roche
  3. Sanofi
  4. Johnson & Johnson
  5. Merck & Co.
  6. Novartis
  7. AbbVie
  8. Gilead Sciences
  9. GSK
  10. Amgen
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8
Q

an American biopharmaceutical company headquartered in California that specializes in developing novel human therapeutics

A

Amgen

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9
Q

AMGEN PRODUCTS (RBP)

A

● Repatha (Evolucumab) - cardiovascular drug
● Blincyto (Blinatumomab) - ALL
● Prolia (Denosumab) - osteoporosis

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10
Q

a leading British pharmaceutical company that specializes in a broad range of therapy areas but is particularly successful in the fields of HIV/AIDS, respiratory and vaccine

A

GlaxoSmithKline (GSK)

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11
Q

GSK PRODUCTS

A

● Tivicay (Dolutegravir) - integrase inhibitor
● Triumeq (Abacavir/Dolutegravir/Lamivudine) integrase inhibitor
● Incruse (Umeclidinium) - Anticholinergic
● Nucala (Mepolizumab) - IL-4

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12
Q

research-based biopharmaceutical company based in California that has historically found great success as leaders in HIV/AIDS research and in treating Hepatitis infections

A

Gilead Sciences

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13
Q

GILEAD PRODUCTS

A

● Epclusa (Velpatasvir/Sofosbuvir)
● Harvoni (Ledipasvir/Sofosbuvir)
● Truvada (Emtricitabine/Tenofovir)

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14
Q

originated as a spin-off of Abbott Laboratories

A

AbbVie

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15
Q

ABBVIE PRODUCTS

A

● Humira (Adalimumab)
● Imbruvica (Ibrutinib)

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16
Q

This multinational company focuses on a wide range of disease areas, including oncology, immunology/dermatology, neuroscience, and respiratory. This company is based in Switzerland.

A

Novartis

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17
Q

NOVARTIS PRODUCTS (GGS)

A

● Gleevec (Imatinib mesylate)
● Gilenya (Fingolimod)
● Cosentyx (Secukinumab)

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18
Q

known as MSD (Merck Sharp & Dohme)

A

Merck &Co.

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19
Q

MSD PRODUCTS (GJK)

A

● Gardasil 9 - Human Papillomavirus 9-valent vaccine
● Januvia (Sitagliptin)
● Keytruda (Pembrolizumab)

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20
Q

Janumet

A

Sitagliptin & Metformin

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21
Q

an American multinational company that was established over 130 years ago and has become a staple household name thanks to popular consumer goods like Aveeno, Neutrogena, and Listerine

A

Johnson & Johnson

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22
Q

J&J PRODUCTS

A

● Stelara (Ustekinumab)
● Zytiga (Abiraterone acetate)
● Darzalex (Daratumumab)
● Imbruvica (Ibrutinib)

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23
Q

This French multinational company saw 4.2% revenue growth within its pharmaceutical sector, which contributes 85.44% of the company’s total revenue.

A

Sanofi

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24
Q

SANOFI PRODUCTS (LAL)

A

● Lovenox (Enoxaparin)
● Aubagio (Teriflunomidum)
● Lantus (Insulin glargine)

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25
Q

The Switzerland multinational company develops innovative drugs and devices in a number of key indications, such as oncology, immunology, infectious diseases, and neuroscience

A

Roche

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26
Q

ROCHE PRODUCTS (HAR)

A

● Herceptin (Trastuzumab)
● Avastin (Bevacizumab)
● Rituxan (Rituximab)

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27
Q

The world’s largest multinational pharmaceutical company, headquartered in Connecticut, USA.

A

Pfizer

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28
Q

PFIZER PRODUCTS

A

● Eliquis (Apixaban)
● Ibrance (Palbociclib)
● Xeljanz (Tofacitinib)

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29
Q

Pfizer and BioNTech’s vaccine

A

Comirnaty

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30
Q

First to authorization in the U.S. and first to a full approval. mRNA-based COVID-19 shot

A

Comirnaty

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31
Q

Tx autoimmune diseases and moderate to severe active rheumatoid arthritis

A

HUMIRA (ADALIMUMAB)

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32
Q

Patent drug by AbbVie created competitive opportunities for biosimilars products.

A

HUMIRA (ADALIMUMAB)

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33
Q

Company: Moderna

A

Spikevax

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34
Q

Company: Merck & Co.
Diseases: Melanoma, non-small cell lung cancer, head and neck cancer, Hodgkin lymphoma, urothelial carcinoma, gastric cancer and more

A

PEMBROLIZUMAB (Keytruda)

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35
Q

It is produced by Bristol-Myers Squibb (U.S.) and Pfizer (U.S.).

A

ELIQUIS (APIXABAN)

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36
Q

Anticoagulant used in treatment of atrial fibrillation and Deep Vein Thrombosis (DVT).

A

ELIQUIS (APIXABAN)

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37
Q

produced by Celgene (U.S.), for the treatment of multiple myloma

A

REVLIMID (LENALIDOMIDE)

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38
Q

companies: AbbVie, Johnson & Johnson

A

IMBRUVICA (IBRUTINIB)

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39
Q

It is manufactured by Johnson & Johnson (U.S.). This drug is used for treating plaque psoriasis.

A

Stelara (Ustekinumab)

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40
Q

It is produced by Bayer (Germany) and Regeneron Pharmaceuticals (U.S.)

A

EYLEA (AFLIBERCEPT)

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41
Q

Diseases: Wet age-related macular degeneration, diabetic macular edema, diabetic retinopathy, macular edema

A

EYLEA (AFLIBERCEPT)

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42
Q

Company: Gilead Sciences
Disease: HIV

A

bictegrav-emtricit-tenofov ala (Biktarvy)

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43
Q

TOP 10 BEST SELLING DRUGS IN 2022

A
  1. Comirnaty
  2. Humira (Adalimumab)
  3. Spikevax
  4. Keytruda (Pembrolizumab)
  5. Eliquis (Apixaban)
  6. Revlimib (Lenalidomide)
  7. Imbruvica (Ibrutinib)
  8. Stelara (Ustekinumab)
  9. Eylea (Aflibercept)
  10. Biktarvy
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44
Q

main supplier of raw materials to the pharmaceutical industry

A

chemical industry

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45
Q

cover vast distribution needs of the pharmaceutical industry

A

Supply chain intermediaries

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46
Q

help pharmaceutical industry’s R&D achieve challenging routes of administration

A

Drug delivery specialist

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47
Q

Several experts have suggested the following requirements for an effective globalization:

A

⬛a.) local expertise
⬛b.) sales capabilities
⬛c.) customer service network
⬛d.) supply base

48
Q

External Influences

A

Demographic shift
Epidemiological changes
Changing geopolitics
Emerging ethical issues
Healthcare system changes
Regulatory changes
State cost-containment

49
Q

Customer Dynamics

A

Increased sophistication
Increased copayment
More health-conscious
Consumerism
Social changes
Patient advocacy movement
Negative perception of industry

50
Q

Industry Dynamics

A

Technology advances
Economic pressure
Shortage of innovation
Diversification
Increased rivalry
Generic competition
Virtualization
Consolidation
Globalization
Integration
Pharmacoeconomics
Patient expiration
Direct-to-consumer marketing

51
Q

The market drivers in the pharmaceutical industry

A

Major stakeholders

52
Q

____________ stakeholders include every single company employee

53
Q

Kotler and Clarke (1987) categorize these external stakeholders into three (3) main groups

A

⬛1. Inputting
⬛2. Mediators
⬛3. Consumers

54
Q

include suppliers, regulators, and politicians

A

Inputting stakeholders

55
Q

include prescribers, university professors, and other health care professionals who stand between the company and its final customer – the patients

56
Q

include not only the patients and their families or advocacy groups, but the media, general public, and competitors too

57
Q

Groups are individually identified and characterized according to their type (_____________, ________________, _________________)

A

influencing, supporting or conflicting

58
Q

Pharmaceutical companies promoting different therapeutic categories come in contact with various physician categories and specialization

A

Prescribers

59
Q

based on professional rank or title

A

Categorization criterion

60
Q

Categorization criterion

A

⬛Entry-level medical resident
⬛Progressing to academic ranks – lecturer ⬛Assistant professor
⬛Full professor

61
Q

Medical service rank

A

⬛Consultant
⬛Registrar
⬛Senior registrar
⬛Clinic director

62
Q

Professional ranking of physicians creates a ______________________ that is observed and respected in all markets.

A

hierarchical tree

63
Q

The pyramid of influence

A

Opinion Leaders (OL)
Clinic Directors or Department Heads
Medical Specialist
General Practitioner (GP)

64
Q

usually full university professors or leaders of medical associations

A

Opinion Leaders (OL)

65
Q

lead a team of various ranking institutional physicians

A

Clinic Directors or Department Heads

66
Q

experts in their field following long years of focused training and practice

A

Medical Specialist

67
Q

General Practitioner is also known as

A

Pathologist or Family physician

68
Q

come in contact with a large number of diverse medical cases

A

General Practitioner (GP)

69
Q

The _______________________ describes the ongoing flow of knowledge and influence from the OL all the way to the GP.

A

pyramid of influence

70
Q

OTHER INFLUENCERS (supporting)

A

●Pharmacists and other health care professionals (nurses, psychologists, social and rehabilitation workers)

●Supply chain intermediaries (distributors, wholesalers, suppliers)

●Hospital administrators

●External consultants

●Medical sales representatives

71
Q

the pharmaceutical industry is one of the most ____________ government-regulated industrial sector

A

Regulators

72
Q

provide resources to a healthcare system such as insurances and employers

73
Q

Their motives are open accessibility for all citizens and employees to health care, fairness, transparency, accountability, and cost-containment.

74
Q

Involved in decision-making and involvement in the purchase of pharmaceuticals.

75
Q

Low involvement
Routine decision-making

76
Q

High involvement
Routine decision-making

A

Brand loyalty

77
Q

High involvement
Extended decision-making

78
Q

Low involvement
Extended decision-making

A

Variety seeking

79
Q

Different Stakeholder Needs

Patients

A

Optimal Care

Informed decision

Less costs

80
Q

Different Stakeholder Needs

Prescribers

A

Scientific rationale

Cost containment

81
Q

Different Stakeholder Needs

Opinion Leaders

A

Maintain Leadership

82
Q

Different Stakeholder Needs

Financers

A

Balance benefits vs costs

83
Q

Different Stakeholder Needs

Regulators

A

Ensure efficacy and safety

84
Q

Top Corporation in the Philippine Pharmaceutical Market, 2014

A
  1. Unilab
  2. Pfizer
  3. Abbot Laboratories
  4. GSK
  5. Boehringer ingelheim
  6. Sanofi aventis
  7. Novartis
  8. Roche
  9. Merck Sharpe & Dohme
  10. Bayer
85
Q

WHAT ARE THE LEADING CAUSES OF MORTALITY IN THE PHILIPPINES?

A
  1. Diseases of the Heart
  2. Diseases of the Vascular System
  3. Malignant Neoplasms
  4. Pneumonia
  5. Accidents**
  6. Tuberculosis, all forms
  7. Chronic lower respiratory diseases
  8. Diabetes Mellitus
  9. Nephritis, nephrotic syndrome, and nephrosis
  10. Certain conditions originating in the perinatal period
86
Q

constitute the major part of a country’s production and marketing effort

A

Physical goods

87
Q

As economies advance, a large proportion of their activities is focused on the production of services.

88
Q

Marketers promote events. Events can be trade shows, company anniversaries, entertainment award shows, local festivals, health camps, and so on.

89
Q

Marketers create experiences by offering a mix of both goods and services. A product is promoted not only by communicating features but also by giving unique and interesting experiences to customers.

A

Experiences

90
Q

Due to a rise in testimonial advertising, celebrity marketing has become a business.

91
Q

Place marketers are largely real estate agents and builders. They are using mega events and exhibitions to market places

92
Q

Properties can be categorized as real properties or financial properties. Real property is the ownership of real estates, whereas financial property relates to stocks and bonds. Properties are bought and sold through marketing.

A

Properties

93
Q

The organization’s goodwill promotes trust and reliability. The organization’s image also helps the companies in the smooth introduction of new products.

A

Organizations

94
Q

The production, packaging, and distribution of information is a major industry.

A

Information

95
Q

Every market offering includes a basic idea. Products and services are used as platforms for delivering some idea or benefit. Social marketers widely promote ideas.

96
Q

General Concepts and scope of Marketing

A
  1. Goods
  2. Services
  3. Events
  4. Experiences
  5. Persons
  6. Places
  7. Properties
  8. Organizations
  9. Information
  10. Idea
97
Q

Focuses on CUSTOMER needs

98
Q

Begins BEFORE production

99
Q

Continues after sale

100
Q

COMPREHENSIVE term in terms of meaning

101
Q

Philosophy of Business

102
Q

Profits through CUSTOMER SATISFACTION

103
Q

Let the SELLER be aware

104
Q

INTEGRATED approach

105
Q

LONG-TERM perspective

106
Q

CUSTOMER first then product

107
Q

Focuses on SELLER needs

108
Q

Begins AFTER production

109
Q

Comes to an end with sale

110
Q

NARROW term in terms of meaning

111
Q

Routine day to day physical process

112
Q

Profits through SALES VOLUME

113
Q

Let the BUYER be aware

114
Q

FRAGMENTED approach

115
Q

SHORT-TERM perspective

116
Q

PRODUCT first then customer

117
Q

Marketing Environment

A

Macro
Micro
Internal

PHME (4 decks)

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