The pharmaceutical industry, one of the leading industries wordwile, had his last years characterized by a drop in annual growth, an increase in research and development costs of new drugs and by the expiration of successful drug patents that account for much of the market revenue and, consequently, increased competition from generic drugs. Given this problem, one possible outcome is to follow the strategy adopted by companies in other manufacturing sectors, start competing in the services marhet, this strategy is called servitization. However, in order to compete sustainably in the services market, one must be able to carry out innovations not only in medicine but also in services that are going to be provide. Thus, the aim of this study was to verify in the Brazilian context how a pharmaceutical company is in its servitization process and which capabilities to innovate in services can be found. For this purpose, it is proposed a relatioship between the phases of the servitization process, as found in the literature, and the capabilities required to innovative services. The research, based on a single case study, found that the company studied is still at the initial stage of its servitization process, with a limited supply of services in a consolidation phase. The following capabilities to innovate in services were identified: to undertand the userd and the technological options, conceptualizations and co-production. The results show, so for specific characteristics of innovation in services even for companies in the first servitization stage. In the present case it was noted the importance of the ability to co-production and orchestration. The results support the model proposed as a theoretical and managerial analysis tool capabilities needed for servitization process and allow to point out that, even when the servitization process is in the early stages of consolidation, specific requirements for developing and implementing innovations in services emerge in order to a company be sucessful on applying servitization as a business model. Keywords: Servitization, Innovation in Services, Pharmaceutical Industry.