Value of data: Embracing dark data in healthcare

Let’s start with “what is dark data?”

Dark data has many definitions. For our purposes here, dark data is simply data that is not being used to its full potential and has gone "dark." Many organizations and businesses do collect, process and store data, but fail to leverage it effectively for other purposes. This includes GPS tracking data that often serves no purpose once the route has ended, or social media and purchase decisions that stay within the sites that collected the information and then go "dark."

The hype around hyper-personalization

You’ve probably noticed when companies strive to provide you with a more personalized experience. Examples include music or movie recommendations on your streaming platform based on past preferences or targeted ads on your phone app based on your GPS location or recent browser search.

But how does this relate to healthcare? If your healthcare provider had access to your non-clinical dark data—like travel and social media information—they could combine it with your clinical information to hyper-personalize treatment. For example, imagine you need to fly to Seattle on a work trip. As soon as you book your trip, you post a trip notice on social media. This notifies your healthcare provider and triggers them to text you a flu-shot recommendation as a flu outbreak has been noticed in Seattle. Or someone in Atlanta who usually buys allergy medication for high-pollen season can be alerted that a high-pollen count has been forecasted and it’s time to pick up a refill.

Ultimately, by combining dark data and clinical data, healthcare treatment can become even more hyper-personalized to reach the right patients, at the right time, with the right treatment at the right dose.