Virtual Care Apps May Use Patient Data to Promote Drugs and Services
The use of virtual care apps has skyrocketed during the COVID-19 pandemic, but a new study from Canadian researchers suggests that some of these platforms may be using patient data to promote specific drugs and services. The study, published in BMJ Open, involved interviews with industry insiders and analysis of privacy documents from virtual care companies. It found that the for-profit virtual care industry sees patient data as a revenue stream and may not adequately protect patients’ privacy.
Virtual care has become a popular way for patients to access healthcare, especially for those who don’t have a regular family physician or nurse practitioner. However, concerns have been raised about how these platforms handle patient data. The study’s authors discovered, based on interviews and document analysis, that some virtual care companies consider patient data as assets that can be monetized. This raises questions about the primary focus of these platforms: providing the best care for patients or promoting specific drugs and services.
Valuing Patients’ Data as a Revenue Stream
The study revealed that the for-profit virtual care industry values patient data and sees it as a potential revenue stream. Industry insiders interviewed for the study acknowledged that data collected from patients could be used for commercial purposes, such as conducting A/B testing to measure the effectiveness of drug promotion strategies. This raises concerns about the privacy and confidentiality of patient information.
Some virtual care companies categorized patient data into three categories: registration data (name, email address, date of birth), user data (how, when, and where patients use the platform), and de-identified personal health information. While some companies used personal health information only for the purpose of a patient’s virtual exchange with a physician, others shared analytics or de-identified information with third parties.
Privacy Concerns and Data Sharing
Privacy concerns were raised by industry insiders interviewed for the study. They were particularly worried about how browsing information and other data might be shared with third parties like Google and Meta (owner of Facebook) for marketing purposes. While each individual data point may not provide much information, advertisers and data analytic companies can combine data from various sources to gain insights into an individual’s mental health status or other sensitive information.
The study’s findings highlight the need for increased protection of patient data in the virtual care industry. Matthew Herder, director of the Health Law Institute at Dalhousie University, emphasized the importance of patients being able to opt out of having their data used for commercial purposes. Hardcastle, an associate professor of law and medicine at the University of Calgary, suggested that self-regulatory bodies may need to revisit policies around relationships between health providers and industry.
Industry Response and Calls for Action
Some Canadian virtual care companies responded to the study’s findings by emphasizing their commitment to patient privacy. They stated that patient data is only used with explicit consent and for healthcare interactions between patients and doctors, not for marketing or commercial gain. However, the study’s authors argue that self-regulation by the industry is unlikely to lead to significant change.
The researchers called for better legislation, regulation, and funding for primary care to address the issues raised by the study. They believe that patient awareness alone is not enough to solve the problem and that systemic changes are needed to protect patients’ privacy and ensure the focus is on providing the best care.
Analyst comment
Negative news: Virtual care apps may use patient data to promote drugs and services, raising concerns about privacy and patient focus. Market impact: Increased demand for stronger legislation and regulation in the virtual care industry to protect patient privacy and ensure the provision of quality care. Virtual care companies may face scrutiny and need to implement stricter data protection measures.
