I hadn't heard of this before, but it doesn't surprise me: Drug companies turn to 'Pharma 2.0' (World News Australia). From the article:
The result, according to a report on Thursday from Ernst & Young, will be a host of new collaborations between pharmaceutical companies and businesses in non-traditional areas such as computing, telecoms and even retail.
It also cites examples already in use, such as Bayer's "connecting its glucometer for diabetic children to Nintendo's video-gaming consoles to promote consistent blood sugar testing." Putting some disquieting implications aside, this could provide a whole new source of outcomes data for everyone involved (including, one would think, CME providers).