How will the medical insurance companies connect to the credit card networks to pick up those transactions? Most of the medical insurance companies do not have that type of experience for that type of activity and may not want to pay to connect to those networks that only a minority of the people use. If medical insurance companies outsource that function, how can the medical insurance companies manage and properly report all of the HIPAA mandated rules.
The concept is nice, but implementing something like that would have to be done by the larger medical insurance companies to bring down all of the costs, answer all the questions, and resolve all of the issues before any medium to small medical insurance companies would even think about it.
Then after you get all of these things accomplished, who says that the pharmacist or doctor down the road will subscribe to that service?
The concept is good, but the reality is that most medical insurance companies are very reserved and slow to change due to HIPAA security and the fear that something bad may happen and that is what people remember about their company.