Forecasting pharmaceutical brands - an art or a science

Sandra Buckeldee and Oliver Mast

The aim of this paper is to examine how pharmaceutical forecasting is currently conducted, from different clients' perspectives, to stimulate discussion and to make recommendations about how the practice could be improved.

Forecasting pharmaceutical brands - an art or a science

Oliver MastF. Hoffmann-La Roche Ltd., Switzerland andSandra BuckeldeeInsight International, United Kingdom

HOW IS PHARMACEUTICAL FORECASTING CURRENTLY CONDUCTED?

To see how pharmaceutical forecasting is currently conducted, a number of short interviews were undertaken, either on the telephone or by self completion questionnaire, with international pharmaceutical market researchers. These executives were all constructing international forecasts and were based in the corporate headquarters. A couple of international product managers were also interviewed.

The questions focused upon:

  • how forecasting is conducted
  • forecasting systems used
  • time span of forecast
  • information sources accessed...

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