How consumer data and medical records are used to bolster pharmaceutical marketing

Summary

The investigation reveals that a multi-billion dollar industry is linking sensitive personal credit and medical information, selling it to pharmaceutical companies and device makers. IQVIA, a data analytics firm, has compiled detailed demographic and financial profiles of over 120 million Americans by partnering with Experian. This de-identified data is utilized for targeted advertising, making it difficult for consumers to protect their privacy. Despite privacy concerns, IQVIA asserts its ability to safeguard privacy while enhancing medical knowledge, although it does not disclose who its data is shared with, leaving consumers unaware of how their information is used.

Takeaways

• 🔍 The personal information in credit reports and medical records is considered sensitive and private.
• 💰 A multi-billion dollar industry is linking and selling sensitive health data to drug companies and device makers.
• 📊 IQVIA, a health data analysis company, has detailed demographic and financial information on over 120 million Americans.
• 🤝 IQVIA partnered with credit reporting company Experian to collect and analyze this data.
• 🧩 The data includes income, occupation, family size, ethnicity, diagnoses, prescriptions, and doctor visits.
• 🔑 IQVIA uses unique identifiers called tokens to de-identify the information before selling it.
• 📈 This data enables businesses to target digital advertising effectively.
• 🧑‍⚕️ Patients may receive targeted ads based on their health-related social media activity, such as joining cancer support groups.
• ⚖️ Privacy regulations like HIPAA offer limited protection for consumers regarding their de-identified data.
• 🤔 IQVIA claims it can protect privacy while advancing medical knowledge but does not disclose detailed sharing practices.

Q & A

What type of sensitive information is linked and sold in the industry?

The industry links and sells sensitive information contained in personal credit reports and medical records.

Which company is mentioned as a significant player in collecting and analyzing health data?

IQVIA is identified as a key company that collects and analyzes health data.

How many Americans' information has IQVIA reportedly compiled?

IQVIA has compiled highly detailed information on more than 120 million Americans.

What type of data does IQVIA combine with health records?

IQVIA combines financial and demographic information, including income, occupation, family size, and ethnicity, with health records such as diagnoses and prescriptions.

What method does IQVIA use to de-identify information?

IQVIA uses unique identifiers known as tokens to de-identify the information before selling it.

What potential issue do privacy experts highlight regarding the data?

Privacy experts point out that the volume and precision of the data make it harder to protect personal information in an environment of free information flow.

How can companies use the data obtained from IQVIA?

Companies can use the data to target digital advertising campaigns effectively, such as targeting cancer support group members with ads for genetic tests.

What limitations do privacy rules like HIPAA have regarding this data?

Since the data are de-identified, privacy rules such as HIPAA provide limited protection for consumers, who have no way of knowing how their data is being used.

What is IQVIA's defense regarding its data gathering practices?

IQVIA defends its data gathering by claiming it can protect privacy while advancing medical knowledge.

What transparency issues does IQVIA face concerning the data it shares?

IQVIA refuses to provide a detailed accounting of the parties with whom it shares consumers' medical and financial information.