Value networks identify innovation in 21st century pharmaceutical research.

To answer the clarion call for more innovation and productivity in Pharmaceutical research, the application of the ValueNet Work methodology to the indication switch for Viagra, from an anti-hypertensive to the treatment for male erectile dysfunction, was undertaken to ascertain the usefulness of this approach for Pharmaceutical research in identifying both tangible and intangible value drivers, and for the identification of strong value-creating relationships within this research area. Through the identification of participants, tangible and intangible deliverables, and the analysis of their interactions in the indication switch for Viagra, an insight into value drivers for the Pharmaceutical industry was revealed that has an impact on Pharmaceutical innovation and productivity. This methodology, in pinpointing value inflection points holds promise in analysing other aspects of research.