I am not sure either, but I can’t figure out what other play there is than selling data.
Life insurance companies (speculation - but they won't have the visibility into Barry Boomer's cholesterol meds that his health insurer will)
You typically have to give permission for life insurance companies to access all of your medical history when you apply for it.
From your doctor, sure - but from databases of who bought what that the pt consented to be in as a condition of getting a discount? Is GoodRx a HIPAA covered entity? (Not being rhetorical; don't actually know.)