MarketsandMarkets Partners With Eyeforpharma For The Pharma Forecasting Excellence Europe 2010 Summit

Managing uncertainty; A Migraine For Pharma Forecasters

LONDON, April 23, 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 maximize the value for a global business.

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

MarketsandMarkets offers a specialized patient based forecast solutions
for pipeline drugs across a brand's lifecycle

Forecasting plays a significant role in the pharma industry. Forecasting
helps a Pharma company with opportunity analysis, resource planning &
allocation, investment planning, go-no-go strategy, launch and go to market
strategy. An epidemiology matrix is the back-bone of a forecast model. It
takes into account prevalence, diagnosis and treatment. Epidemiology captures
the impact of disease and patient dynamics; however, it is important to
factor in impact of market dynamics to accurately estimate products and
market potential. Capturing the impact of all market events and calibrating
the forecasted model with the actual market is the appropriate way to
accuracy. Calibration with the actual market scenario at every stage of
forecast, including peak patient share estimation, treated patient
calculation, sales calculation, etc makes the forecast more realistic and
accurate.

MarketsandMarkets' patient based forecast solutions have assisted many
pharma companies in their forecasting processes for pipeline and in market
drugs. M&M Pharma forecasting solution is designed for phase I, II and III
drugs. Forecasting has a significant impact on pricing, product launch & life
cycle management, market entry strategy, manufacturing planning, sales force,
promotion and planning.

For more information visit
www.marketsandmarkets.com/patient-based-forecasting.asp

Meet up with the MarketsandMarkets representatives at the conference to
discuss your forecasting needs!

    Media contact : EyeforPharma       Contact : MarketsandMarkets
    Puja Pankhania                     Navrose Singh Sandhu
    VP Europe                          T: +1-888-989-8004
    T: +44-(0)-207-375-7563            E: Navrose@marketsandmarkets.com
    E: Puja@eyeforpharma.com

Media contact : EyeforPharma, Puja Pankhania, VP Europe, T: +44-(0)-207-375-7563,
E: Puja at eyeforpharma.com; Contact : MarketsandMarkets, Navrose Singh Sandhu,
T: +1-888-989-8004, E: Navrose at marketsandmarkets.com