The big idea behind this is that you were supposed to have digital subscriptions aggregated by a prescription CA style signing server somewhere. Verisign and others have created medical signing products for prescriptions as well as medical shipments.
It was supposed to be very similar to the Google Wallet system where you swipe yourRFID/NFC enabled Android phone over a Paypass terminal, except you were supposed to be able to do that with a prescription at Walgreens or Walmart ultimately after visiting a doctor.
That never materialized, and there were tons of issues making storing people's medical data a huge risk.
I think they did the math and saw that the ROI was not there and that the players in the medical industry were too hard to consolidate. These people have HUGE funding and can throw wrenches into the spokes of even the biggest competitors. They can buy national airtime to show seniors getting raped and pillaged by somebody that stole your Google medical data from phishing or something and terrify people. They have a huge lobby in Washington, ect...