When using a search engine, should results be customized based on your personal health information (PHI)? Should your search engine of choice take into account your previous history of medical searches, or even provide results tailored from data about your personal medical history?
Two companies — Aetna and Microsoft — have come up with 180 degree different answers.
In this post, I will:
- Describe how Aetna’s and Microsoft’s approaches differ
- Speculate on why their approaches make strategic sense for the respective companies
- Explore how technology and expectations about using PHI for search are likely to change over time
Read more at e-CareManagement Blog