THE USE OF "BIG DATA" IN THE PRACTICE OF MEDICAL INSTITUTIONS

Anna Tsvetkova ()
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Anna Tsvetkova: Affiliation Plekhanov Russian university of economics

Annals of marketing-mba, 2019, vol. 4

Abstract: Information systems have great opportunities to reduce healthcare costs and improve outcomes. They allow to store large amounts of different medical data. Now there is a general trend of interest in "big data" in this area. The intersection of healthcare and social media represents a promising space for future research. The aim of the study was to identify the attitude of Russian consumers to the problem of "big data" in medicine. The author's own research is based on the methodology proposed the venture Fund Rock Health. The results of the research of the consulting company Accenture, were used as a factual basis. For the study, the audience of respondents aged 18 to 55 years was selected. The material of the publication reveals their attitude to the use of personal data in medicine, to whom and to what extent they are willing to trust information about themselves and for what purposes.

Keywords: big data; digital medicine; biobank; healthcare information systems; marketing research. (search for similar items in EconPapers)
Date: 2019
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