FREE EDUCATIONAL WEBINAR
26 May 2026, 13:00 - 13:45 PM CET (*)
Analogues are widely used in pharmaceutical pricing and forecasting. They appear logical and reassuring.
Yet some of the most disastrous pricing and forecasting decisions have been made using analogues.
So why are analogues so dangerous?
In this 45-minute educational webinar, CELforPharma faculty member Gary Johnson looks at famous examples of analogue disasters and explores why analogue-based decision-making is often deeply flawed. We examine the vastness of “analogue space”, the impossibility of seeing what you actually need to see (such as net prices), and the psychology behind why teams are drawn to bad analogues.
Finally, we look briefly at what works much better.
Register now and learn from one of the industry’s most respected pharma pricing and forecasting experts!
About the expert:
Gary Johnson, expert trainer of The Pharma Pricing Course and The Pharma Forecasting Course (together with Sam Johnson), is one of Europe’s most respected pharma forecasting experts:
Gary is the Founder & Chairman of Inpharmation, Europe’s most respected pharma forecasting & pricing specialist consultancy.
He's co-author of several books, including "Value Pricing for Market Access: Evidence-Based Pricing for Pharmaceuticals", "Sales Forecasting for Pharmaceuticals: An Evidence Based Approach" and "The AI Cube: Can We Use AI in Pharma Pricing and Forecasting?".
Gary and his team have been involved in the pricing and/or forecasting of around half of the new molecular entity launches over the past five years.
(*) If you cannot attend the webinar, please note that a recorded playback will be sent to all registrants after the webinar.