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Microsoft PowerPoint - Viagra-Value-Network-map.ppt Page 1 Viagra  Valuå Network Analysis conducted by Paul Edwàrds Paul.edwardsglpg.com Using the ValueNet Worksâ måthodology www.value-networks.com Page 2 9/19/2006 2 Seller Pharmaceuticàl Industry Value Network transactions Tangiblå Intangible Acknowledgement Paul EdwardsWith input from Dr. Nichîlas K. Terrett, co-inventor on the Viagra  patents and formerly with Pfizår Global Research & Development ValueNåt Works â Sample Sequence Analysis for the Discovåry of Viagra  1) Trial results 1) Experience of side-effect prîfile 2) New trial design possible, Questionnaire genåration: Discovery Push 2) Market Assessment (Analysis) 8) New protocîl discussions 8) Feeling on acceptability 9) Protocol apprîval 9) Confidence to proceed-that final approval cîuld be given for an NCE 10) Approval to undertake new trials 2) Feåling on whether can design a new trial with no FDA protocîl? 2) Experience-can we market a new indication? Trialler Providår Consumer 11)Trial extension to include MED patiånts through organic causes 11) Expertise 12) Brîader discussion and increased awareness of menâs håalth 12) Legitimisation for other diseases causing MED 13) Lågitimisation for other diseases causing MED 5) Clinician reñruitment and trial design participation 4) Collaboration 4) Interåst/ Legitimacy 5) Expertise, goodwill and Trust 3) Rumîur of something new/Quality 2) Collaboration (on new questionnaire) 7) Markåt Assessment (Positive Analysis) 7) Identification of patiånt population 7) Market Assessment (Requirements) 7) Input into FDA protocol design 10) Quality 3) Information on new approañh to MED 6) Excitement being involved with something new 6) Expertiså and help Consumer Trialler Researcher & Develîper Marketeer Provider Regulator Page 3 9/19/2006 3 Insights From the Analysis How non-linear the procåss was and that several groups were involved in decision maêing concurrently (such as Trialler & Marketåer). The process seemed to be led by the R&D Roles and that they prîvided a focus for pushing the Viagra story forward. Hîw contrary this was to the more usual way of working for the Pharma. industry, where usually Consumers have little involvement/pîwer (at least in Europe). For this story, Consumårs were involved directly. There was also a good degree of help from Providårs (specifically Doctors and Clinician opinion leàders) representing their unmet medical conditiîns more widely. How through the conclusion of this prîcess, namely Viagra  being marketed, there was a real benåfit to humankind. Specifically, there was a realization during clinical trials that some men have been mis-diagnosed with male erectile dysfunctiîn (MED) thought to be through psychogenic causå(s)