In virtually every decision, a pharmaceutical executive considers
some type of forecast. This process of predicting the future is
crucial to many aspects of the company - from next month's
production schedule, to market estimates for drugs in the next
decade. The pharmaceutical forecaster needs to strike a delicate
balance between over-engineering the forecast - including rafts of
data and complex 'black box' equations that few stakeholders
understand and even fewer buy into - and an overly simplistic
approach that relies too heavily on anecdotal information and
opinion. Art Cook's highly pragmatic guide explains the basis of a
successful balanced forecast for products in development as well as
currently marketed products. The author explores the pharmaceutical
forecasting process; the varied tools and methods for new product
and in-market forecasting; how they can be used to communicate
market dynamics to the various stakeholders; and the strengths and
weaknesses of different forecast approaches. The text is liberally
illustrated with tables, diagrams and examples. The final extended
case study provides the reader with an opportunity to test out
their knowledge. "Forecasting for the Pharmaceutical Industry" is a
definitive guide for forecasters as well as the multitude of
decision makers and executives who rely on forecasts in their
decision making.
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