Developing beyond-the-pill offerings takes pharmas well out of their comfort zones. Identifying opportunities for value-adds is a challenge for brands in many categories—hence the proliferation of innovation challenges at pharmas over the past several years. Executing truly innovative tools and services is tricky, given the paucity of benchmarks and best practices. It’s often a leap into the unknown, but the rewards in an increasingly value-driven world are too great to pass up. This report examines consumer behavior and attitudes with respect to pharma beyond-the-pill offerings, with a view toward helping brands identify opportunities and shape or strengthen beyond-the-pill strategies and offerings.