The adoption by physicians was very different because the nature of the work is very different.
A pharmacist works and uses their skills in a digital environment. A physician or a family doctor, while using electronic health records, is generally focused on the patients themselves, so getting them to use a functionality in a workflow to share this information digitally is different.
There are other technologies out there, like eFax and such, that are also forms of electronic prescribing, but they're not digital data prescribing. That's different. The security and privacy and the different elements that PrescribeIT offered were significant, in addition to functionality like clinical comms.