When the development team of a large pharmaceutical company was deciding on the order of the different indications for its latest drug, it had little visibility into how its decisions—and the likelihood of development success in the different indications—would affect value and time to market.

When all of the indications look promising, what is the right order to start clinical development? SDG’s analytical approach examined the uncertainty in product development, explored market entry under various future states, and quantified value and risk.