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Wait – is Walmart sharing medical data with their marketing department, and with these food manufacturers? At some point in this process, they’re linking the profiles of medical patients with retail data – how is that possibly legal?
Is that not a huge HIPAA violation?
“Anonymized data”. That’s the key phrase in the story.
They’re allowed to know what drugs they’re selling in their pharmacy and to whom they sell those drugs. HIPAA doesn’t prohibit them from linking all of a customer’s purchases, nor from using the data if it is anonymized (i.e. stripped of personal identification).
(Ask your local friends at Lilly how drug trials work.)
WTF?!? Walmart must be connecting medical prescription purchases to food purchases in their stores. Maybe the PHI data is stripped before the data is shipped to Marketing, but they still must be using the two data sets together.
Dan, you never wondered how CVS gives you specific coupons on your mile-long register receipt?
Welcome to the Age of Big Data.
So it sounds like I need to keep doing my part to support American businesses and keep eating Pringles and Cheez-Its. Maybe even increase my consumption! Who knew my snacking habit would become so patriotic? I can even get a thin orange line flag for my car to show my support of eating all of the delicious orange snacks.
Who would’ve thought that much of the American economy revolves around getting people fat and keeping them fat.