The University of Colorado Pharmaceutical Value (pValue) initiative, led by Jonathan Campbell, PhD, and with the support of R. Brett McQueen, PhD, and Melanie D. Whittington, PhD, aims to apply and test novel methods for value assessment that encourages stakeholder engagement and promotes value-based decision making. pValue will initially focus on developing and testing multicriteria decision analysis as a novel method to estimate the value of innovative healthcare therapies. Findings will be compared to traditional assessments of value. The intent of pValue’s work is to promote an evidence-based approach for decision making. pValue includes a world-renowned Steering Committee alongside collaborators from Syreon Research Institute and Real Endpoints.