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: http://www.eyeforpharma.com/forecastingeu