Universe (see Population)

Unmet Clinical Needs
Needs perceived by customer groups, which are not met by currently available products. These may be used by companies as criteria by which new products are authorized for full development, and to determine optimal product positioning.

Univariate
When the statistical technique to be used contains only one dependent variable. (see also Bivariate and Multivariate)

Uptake Curve
The curve used to predict the rate of increase in market share for a product launch.

USAN
United States Approved Name for a product, based on drug class.

USP
Unique Selling Proposition
Benefit of product or service which is not offered by competitors.

Utility (in Health Economics)
A measure of the relative preference for or desirability of a given health state or outcome under conditions of uncertainty. (see also Health Status Instrument)