Big data and data analytics are the talk of the town when it comes to population health. No doubt such an aggregate of information can be beneficial in discovering and addressing healthcare trends, but such data, mainly compiled from clinical visits and research, may not present the most accurate image of population health, according to a USA Today report.
Social media has become integrated into modern life. In the healthcare industry, innovations and offerings such as wearables and health trackers are turning apps and devices into informal data collection tools. What's more, studies have shown activity on social media websites can provide a more accurate indication of health, as users are more likely to be honest in such a social setting than in a physician's office, according to the report.
A study conducted by New York-based MKTG found combining Facebook data with analyses of medical records produced more accurate predictions on certain health outcomes than simply analyzing medical or socioeconomic data, according to the report. Authors of the report suggest that Facebook "likes" are indicative of actual behavior.
While a number of privacy advocates are apprehensive about such an openness and accessibility of personal data, others suggest this is the information that can revolutionize healthcare and realize the potential of digital health, according to the report.
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What big data can't do for organizations
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