From medgadget.com (Thieme Debuts Proprietary eBook App for iPad):
Medical publisher Thieme recently debuted their own free iBooks-like app for the iPad. This is an interesting way for medical publishers to start their own eco-systems, allowing institutional and personal subscriptions that don’t rely on a single platform. Already accessible through their web portal, in the future they could expand to Android tablets or whatever else comes along. It doesn’t anchor users to Apple, but it does keep them with Thieme, and prevents the end user from selling a used copy. Like with most electronic media, users want to access their purchases with whatever device they happen to have on hand, and since most physicians are using an iPad for a tablet, Thieme seems to be responding appropriately.
Read more at medgadget.com.