BigPicture Example Series: Strategic Planning for New Drug Development

In the BigPicture Example Series, we’ll show you different ways you can make BigPicture work for you.  You can check out all these example files with your copy of the BigPicture software, which you can download here. Get BigPicture today and start playing with these fun and informative example models. The possibilities are limitless.

In the Harvard Business Review case study Bet on One Big Idea — or Diversify?” , the fictional big pharma company Caliska faces an important decision on whether to continue research on a promising new probiotic drug, L-39. The drug has had somewhat disappointing results so far in clinical trials, and there has even been some evidence of safety issues. However, Caliska’s strong research team believes that with further development, the drug can be made more effective and safe, and that it has the potential to be a breakthrough drug for the company, as well as for patients suffering from the gastrointestinal ailment called Crohn’s disease. The alternative is to make a quick profit by marketing L-39 as a dietary supplement (a nutraceutical), a decision strongly opposed by the research team but with some support by the CEO.

In this example, a map was created in BigPicture to graphically summarize the issues, risks, and arguments presented by the executives and researchers in the case study. The map first lists some facts:




Then the two alternatives are listed, along with positive (green) and negative (red) consequences:




Finally, criteria important to the company are listed to the right, as they relate to the consequences of the decisions. The goal is to provide a summary map that can be used to review and discuss the possible options and come to a consensus decision in a strategic planning environment:



The map illustrates the benefits of using BigPicture to visually summarize complex set of relationships and issues in a diagram. When a diagram is used, people are more likely to understand those relationships, analyze them, and remember them. People tend to be more engaged when working with a diagram, and remember its concepts better:


Check out the full example model in BigPicture’s ‘Example Spreadsheets’ section under the Help menu: