It’s not exactly an industry secret. However, an article by authors from McKinsey confirmed that predicting future sales of a new medicine is notoriously inaccurate. In their article, “Pharmaceutical forecasting: throwing darts”, Myoung Cha, Bassel Rifai and Pasha Sarraf show that potential drug sales of a drug can be grossly overestimated or underestimated, and it […]
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