Its a tough one, but opens up ops with other groups to be a...

Its a tough one, but opens up ops with other groups to be a preferred provider of pharmacy branded apps. To me this is interesting: "MedAdvisor will generate additional revenue from transaction, messaging and health program fees."
I read it as an opportunity for campaign blitzes to consumers on a pay for campaign kind of basis. Its a good thing as long as its not abused (if Priceline pushes the notifications to hard it will do the opposite of the desired effect.

I'd love to understand how this wasn't price sensitive - I hope in the least MDR requested it to be!!

Reduced fees but greater customer base is, IMO the way to go. I feel this app could be replicated pretty easily (chemist warehouse??) so mass penetration at minimum cost to serve is the way to go.