Managing Uncertainty; a Migraine for Pharma Forecasters

LONDON, May 7, 2010 - Forecasting in pharmaceuticals has its up's and down's, with new markets
and products proving more complex and requiring sophisticated approaches to
forecast these areas.

Dealing with uncertainties is no easy task. With a number of risks to
consider, pharmaceutical forecasting teams need to be able to recognise
commercial uncertainties surrounding a given product, capture it and manage
the associated risk.

"As recent times have demonstrated the future is uncertain, but we have
to make decision now," says Nich Guthrie, Head of Forecasting - Global
Marketing, AstraZeneca. "How we handle uncertainty, and not be paralysed by
it, is critical to making good investment decisions."

Adopting successful risk management strategies and scenario analysis
techniques can turn information into something more meaningful when tackling
this challenge. Guthrie will discuss his experience and ideas on this very
topic at the Pharma Forecasting Excellence summit in Zurich.

With a view to bringing key topics and innovations in forecasting to the
forefront, Pharma Forecasting Excellence Europe 2010, 8-9th June, Zurich,
presents best practices from pioneers in the industry.

A particular highlight will be Christian Naumann, VP Global Commercial
Operations at Bayer-Schering who will be discussing their forecasting process
and how to maximise the value for a global business.

To view the full discussion visit
www.eyeforpharma.com/forecastingeu

Media contact: Puja Pankhania - VP Europe, eyeforpharma,
T: +44(0)207-375-7563, E: Puja@eyeforpharma.com

Media contact: Puja Pankhania - VP Europe, eyeforpharma, T: +44(0)207-375-7563, E: Puja at eyeforpharma.com