Pharmaceutical companies talk a lot about value creation, but they are constrained by one of the narrowest value concepts of any modern industry: compounding chemicals and placing them in bottles, vials or syringes. This article looks at the strategies used in other industries, and even other areas within healthcare, that allow some marketers to continually harvest more than their "natural share." Even if you're not in the pharmaceutical business, if you're concerned about losing the battle for value you'll likely find some food for thought here.