Patient and physician prescribing information a powerful aide in drug marketing

The New York Times: Pills Tracked From Doctor To Patient To Aid Drug Marketing
The information allows drug makers to know which drugs a doctor is prescribing and how that compares to a colleague across town. They know whether patients are filling their prescriptions -; and refilling them on time. They know details of patients' medical conditions and lab tests, and sometimes even their age, income and ethnic backgrounds (Thomas, 5/16).