Expect to see many more of these services competing for physician loyalty. Why are the services free?
1) Advertising. By influencing physician prescribing choices at the point of care .. and indeed, the time of the prescription, there are many dollars to be made here.
2) Data. Your prescriptions are archived. This is valuable to you .. AND to the industry .. as data baout your prescribing habits is a valuable resource to the pharmacutical indistry — revealing a lot about your preferences, you patient population, etc. This can be used to target advertising in the future, much as Yahoo! now has ads that are targeted to a user's demographics.