Med mix-ups are a dangerous problem–and one Israel’s MedAware is working to address with an intelligent system that calls out would-be prescription errors based on doc-habit data and information from patients’ own medical records. In collecting that info, though, MedAware’s system also picked up key data on prescribing patterns that has the potential to be very valuable to pharma marketers.

The company has aggregated millions of prescriptions and full medical records—including blood tests, diagnoses, admissions, outpatient visits and more—to create mathematical models that describe which patients are likely to be prescribed which drugs, and at what point in their condition and treatment, cofounder and CEO Gidi Stein explained in an interview.

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