Yes, a good business model would have been to :

- Invest (a lot of) capital to develop the product, make data more readable, refine the UX etc

- Invest (a lot of) capital to market the service to doctors, offering it for free to them, with the angle of improving their patient outcome

- Invest (a lot of) capital to market the service to patient, offering it for free to them, with the angle of letting them check what their doctors are doing

Once everyone is using it and it becomes the de-facto source :

- Market that to drug companies, asking for (a metric ton of) capital to "better manage your product reputation". Magically, the "better managed drugs" suddenly are shown under a better light than the others.

Profitable ? Yes. Basically extorsion ? Also yes.

"Invest (a lot of) capital to market the service to doctors, offering it for free to them, with the angle of improving their patient outcome"

At this point the strategy fails. Patient outcome is not the metrics to be focusing on with this group.