Pharmaceutical companies are facing numerous well documented challenges, including an evolving customer landscape, more restrictive formulary and reimbursement pressures, and technical hurdles to discovering and developing new products.  As one strategy to offset declining revenues, companies are testing a variety of initiatives focused on creating value added services (VAS) for drugs and medical devices. The challenge facing creators of these programs is to demonstrate the value created – whether as a service wrap in conjunction with a product or as a stand-alone service – and to capture that value as a revenue stream.