I'll tell you what I think they are doing and how they will make a prophet.
That data is currently having every algorithm under the sun thrown at it to see what conditions you can predict and reverse algorithm to work back from reported conditions to find indicators. They are probably also doing what they said they would be with the data.
Once complete (after they get lots more data to confirm and adjust these algorithms) they'll pass it over to America and make a killing in the healthcare/insurance sector or even the medical sector itself. I wouldn't be surprised if they set up a business offering those services themselves effectively owning the market. They might even be kind enough to let the NHS use it for a fee. What would people pay for their health to be analysed for any potential problems against such a data set?
Oh and lets not forget targeted advertising for medical products and treatments.