What is one of the hottest topics among pharmaceutical and medical device companies looking for a way to grow or even maintain top line revenues? In three words, Value Added Services (VAS). Creating these programs does come with significant challenges, such as demonstrating the value created—whether as a service wrap in conjunction with a product or as a stand-alone service—and capturing that value as a revenue stream.

The problem of dwindling product pipelines is exacerbated by the challenges confronting manufacturers in marketing existing products. As the customer base evolves, traditional decision makers, such as physicians, with whom companies built long-standing profitable relationships, are losing their influence. This is especially true within the large integrated healthcare delivery organizations—where many of them are now employed.