Intelligent business concepts in the field of pharmaceutical supply are expected to gain remarkable market shares in future driven by issues of growing demand of health care services and limited resources of the health care system. New innovative solutions can be seen as only opportunity to maintain present level of health care at reasonable costs. General concept of intelligent pharmaceutical supply defines particular types of packaging concepts including supporting services and logistics of which enable reducing human resources in pharmaceutical supply applying advanced technologies. The report presents preliminary results of a case study in which general features of products, and their customer benefits are analyzed. The products and concepts are evaluated by their offerings. The analysis relies on four foundations of business models: Product, Customer Relations, Structure, and Finance. Metering performance of a business model address to analyze four key measurement of the customer value: Technical, Finance, Service, and Social attributes. The analysis of the three business concepts reveals that markets are dispersed at present, and no standard offering can be found. One business concept emphasized efficiency of pharmaceutical supply of business-to-business customers, second concept aimed to security and accuracy of medical treatment allowing monitoring of patient, and third concept address to both of previous characteristics. However, the most attractive business model would be a concept in which high performance supply and logistics are integrated to intelligent devices and service offering.