On their journey of new product development, pharmaceutical companies face a plethora of decisions that require input from customers.

Often, this involves a forecast of the future market landscape to predict if, how and how much the product might be adopted.

However, forecasting can take many shapes depending on the context and underlying business questions – for instance:

• which types of patients will be most eligible to receive the new product?
• which variations of the product profile elicit the most positive market potential?

In this Webinar, we will discuss important considerations in setting up a forecasting study, including the most appropriate approach in answering different business questions.

Robert Dossin and Elise Kocks of SKIM will discuss that by asking simply ‘How will this product perform in the market?’ the research set-up will not be very specific, possibly resulting in a disappointing answer to the pharma client.

In preparation for a new product launch they will explore how you can effectively identify the underlying business question and decide on the critical elements to take into account for your forecasting research.They will also touch upon the integration of primary vs. secondary data. In addition they will discuss a model involving 4 key dimensions which will help pharma client to identify the most relevant business questions which allow you to optimize the research set up.

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