Understanding Your Brand’s Performance: Creating Robust Forecasts by Integrating Commercial and Clinical Drivers

Art Cook, Nisha Gilra, Eric Persoff

Pharmaceutical forecasts address critical business questions for all areas of a company. What are the financial targets? What is the brand budget? What is the head-count plan? What is the right level of inventory to have on hand at any given time?

Forecasts that integrate commercial drivers of a brand’s success, such as sales and marketing investment and payer coverage, along with clinical assumptions, are more robust than those that do not, and help lead to better decisions on financial and brand planning, resource allocation and manufacturing.

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