CHP 19 NAPSR EXAM WITH QUESTIONS
AND ANSWERS ALREADY PASSED AND
GRADED A+
Physicians are using what type of medicine strategy to make treatment decisions? pg
303 - ANS Evidence-based medicine strategies
defined as a set of validity and usefulness criteria that physicians use to review studies
and make treatment decisions
What is the SHORT Call protocol? pg 303-305 - ANS 1) Focus - focus on specific
patient type and data that supports treating this patient type such as clinical evidence
2) Validity and Usefulness - statistical significant
3) Courageous Questions - comparative questions, make the physician stop and think
4) Close - refer back to patient type, and link patient once again to the evidence, ask for
more time on next call to discuss findings more in depth
Describe a Medical Science Liaisons educational background? what do MSL provide
most companies? pg 305-306 - ANS nearly all MSL have doctoral level scientific
degrees and direct clinical experience
MSL are educators and field based medical resources
MSL teams contributions to the organization is viewed as ROE (return on education)
what do MSL provide most companies:
Clinical training of sales representative
Journal and Scientific information reviews
Clinical/data updates
competitive intelligence
Clinicians viewpoints on the company
thought leader support and networking
commercial support from a clinical perspective
clinical trial and pipeline activities
Scientific expertise on a new area of exploration for the company, such as evaluating
potential products for acquisition, competitive intelligence, or emerging areas
Educational forums and presentations
What are 10 things that a sales rep, can learn from a MSL to take your job performance
to the next level? pg 307-309 - ANS 1) Be a consultant - not a sales rep: best MSLs are
consultants
2) Quit wearing a badge - sales people wear badges, consultants dont
3) Dont devalue yourself - there is no hierarchy between physician and yourself, yall are
equal
4) Dont hold dinner programs - get a group of doctors together at restaurant and have a
conversation about a particular subject and MSL always partake in conversation
, 5)Dont bring in lunches - the more you take your customer out to lunch, the more
rapport you build with them
6) Know your science - be expert on both on and off label uses for your product, keep
up with all medical journals
7) Know comanys internal processes - connect doctors to right people in your company
for help conducting studies, getting grants, and asking off-label questions will certainly
help you get their attention
8) details should be problem-focused, not product focused
9) Know the local politics - who use to practice with whom, why they split, who
competed heavily in their fellowship program
10) Bring doctors together -
What is an effective emotion-based selling process for a sales rep? pg 309-311 - ANS
THE SEVEN STEP CASCADE OF EMOTION
Step 1 - First sell thyself! one cannot meaningfully sell what one does not belive
Step 2 - Identify what your product does. What solutions are you selling with your
product
Step 3 - Define the problem that your product solves. create a picture of the patient or
loved one to appeal to emotion of physician
Step 4 - Expand the extent of the problem
Step 5 - List the irrefutable advantages of your product and the way your product
absolutely solves the problem. Chemical entity, Unique action, Reasons, Easy to
Choose, easy to use (pg 310)
Step 6 - Visualize the power of 10.
Step 7 - Reflect. When physicians feel passion and confidence on an emotional level,
their decision as to which product they choose becomes startlingly clear
What is the difference between Sales Strategies "Push through" and "Pull Through"? pg
311-314 - ANS 1) Push- Through: company's overall efforts to demonstrate the clinical
efficacy, safety, and cost-effectiveness of a product
Push- through starts with the contract process at the account manager level, such as a
contract with a MCO, PBM, and Medicare/Medicaid program
The contract need to achieve at least one of the following key objectives: 1) Formulary
Access 2) Preferred Tier placement 3) Exclusive placement
Sales reps should Push - Through by promoting your products clinical attributes
2) Pull - Through: refers to "pulling through" of the product at the physician level by field
sales.
Are formal agreements between pharmaceutical companies and managed care
accounts that specify product utilization targets, messaging themes, and support
programs
AND ANSWERS ALREADY PASSED AND
GRADED A+
Physicians are using what type of medicine strategy to make treatment decisions? pg
303 - ANS Evidence-based medicine strategies
defined as a set of validity and usefulness criteria that physicians use to review studies
and make treatment decisions
What is the SHORT Call protocol? pg 303-305 - ANS 1) Focus - focus on specific
patient type and data that supports treating this patient type such as clinical evidence
2) Validity and Usefulness - statistical significant
3) Courageous Questions - comparative questions, make the physician stop and think
4) Close - refer back to patient type, and link patient once again to the evidence, ask for
more time on next call to discuss findings more in depth
Describe a Medical Science Liaisons educational background? what do MSL provide
most companies? pg 305-306 - ANS nearly all MSL have doctoral level scientific
degrees and direct clinical experience
MSL are educators and field based medical resources
MSL teams contributions to the organization is viewed as ROE (return on education)
what do MSL provide most companies:
Clinical training of sales representative
Journal and Scientific information reviews
Clinical/data updates
competitive intelligence
Clinicians viewpoints on the company
thought leader support and networking
commercial support from a clinical perspective
clinical trial and pipeline activities
Scientific expertise on a new area of exploration for the company, such as evaluating
potential products for acquisition, competitive intelligence, or emerging areas
Educational forums and presentations
What are 10 things that a sales rep, can learn from a MSL to take your job performance
to the next level? pg 307-309 - ANS 1) Be a consultant - not a sales rep: best MSLs are
consultants
2) Quit wearing a badge - sales people wear badges, consultants dont
3) Dont devalue yourself - there is no hierarchy between physician and yourself, yall are
equal
4) Dont hold dinner programs - get a group of doctors together at restaurant and have a
conversation about a particular subject and MSL always partake in conversation
, 5)Dont bring in lunches - the more you take your customer out to lunch, the more
rapport you build with them
6) Know your science - be expert on both on and off label uses for your product, keep
up with all medical journals
7) Know comanys internal processes - connect doctors to right people in your company
for help conducting studies, getting grants, and asking off-label questions will certainly
help you get their attention
8) details should be problem-focused, not product focused
9) Know the local politics - who use to practice with whom, why they split, who
competed heavily in their fellowship program
10) Bring doctors together -
What is an effective emotion-based selling process for a sales rep? pg 309-311 - ANS
THE SEVEN STEP CASCADE OF EMOTION
Step 1 - First sell thyself! one cannot meaningfully sell what one does not belive
Step 2 - Identify what your product does. What solutions are you selling with your
product
Step 3 - Define the problem that your product solves. create a picture of the patient or
loved one to appeal to emotion of physician
Step 4 - Expand the extent of the problem
Step 5 - List the irrefutable advantages of your product and the way your product
absolutely solves the problem. Chemical entity, Unique action, Reasons, Easy to
Choose, easy to use (pg 310)
Step 6 - Visualize the power of 10.
Step 7 - Reflect. When physicians feel passion and confidence on an emotional level,
their decision as to which product they choose becomes startlingly clear
What is the difference between Sales Strategies "Push through" and "Pull Through"? pg
311-314 - ANS 1) Push- Through: company's overall efforts to demonstrate the clinical
efficacy, safety, and cost-effectiveness of a product
Push- through starts with the contract process at the account manager level, such as a
contract with a MCO, PBM, and Medicare/Medicaid program
The contract need to achieve at least one of the following key objectives: 1) Formulary
Access 2) Preferred Tier placement 3) Exclusive placement
Sales reps should Push - Through by promoting your products clinical attributes
2) Pull - Through: refers to "pulling through" of the product at the physician level by field
sales.
Are formal agreements between pharmaceutical companies and managed care
accounts that specify product utilization targets, messaging themes, and support
programs
