Definition of Terms Data from Scott-Levin: Source Prescription Audit Retail Sales: expressed in dollars, it is the full price the pharmacy charges a consumer, regardless of any co-pay situations Retail Prescriptions: identified as new, refill, or the combination of both, are products dispensed in retail pharmacies Average Retail Price: on average, the retail price per prescription. This calculation is based on retail sales and prescriptions Personal Selling Audit/Hospital Personal Selling Audit Details: each product discussed during a sales call. A call is defined as a face-to-face meeting between a pharmaceutical rep and a physician (or group of physicians) Detail Dollars: based on the average cost of a sales call, including fixed costs associated with keeping a rep in the field (salary, car allowance, travel, bonus, etc), but none of the variable costs (samples, marketing materials, etc). The average estimated cost of an office-based physician call is $142, and for hospital-based physicians, $179, for 2000. Each year, this estimated cost is adjusted for the CPI (consumer price index) Direct-to-Consumer Audit DTC Media Types: there are 11 different media types that are tracked: magazine, Sunday magazine, outdoor, national newspaper, network TV, national spot radio, cable TV, syndicated TV, spot TV, network radio, newspaper Physician Meeting & Event Audit Event Types & Dollars: events are classified as one of the following: Videoconference: if videoconference was a medium used. The price attributed to a videoconference is $2,500 Teleconference: if teleconference was a medium used - $2,500 All Other: focus groups or personal interviews - $2,500 Third Party: conducted by a moderator - $5,000 Symposium: 51 or more attendees, or takes place at a convention, or lasts longer than 4 hours - $50,000 Large Group: between 21 and 50 attendees, or lasts longer than 2 hours - $50,000 Small Rep: led by a pharmaceutical representative, and has 20 or fewer attendees - $5,000 Small Group: takes place in a restaurant (ie, dinner meeting), led by a nonpharmaceutical representative (ie, physician) - $5,000 Data from PERQ/HCI: Journal Ad Review (JAR) Journal Dollars: a measure of pharmaceutical product placement and expenditures for advertisements placed in medical journal and tabloid publications. The Dollar calculation is based on the specific advertising unit at the 48 times Black & White rate and the 48 times Color rate (if applicable)
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