今早WSJ分析。Summery provided by smmry.com.
Amazon's PillPack Deal Gives It Access To Sensitive Health Data
Last week's acquisition of online pharmacy startup PillPack will give Amazon insight into people's prescriptions, putting the tech company into the highly regulated realm of health information with more restrictions than it is accustomed to on data-mining.
Amazon has mastered the use of personal data by analyzing people's purchasing decisions to predict whether they might buy toilet paper, watch a romantic comedy or ask its Alexa voice assistant for a recipe.
Amazon's purchase of PillPack gives it the ability to ship prescriptions to customers' homes in 49 states.
PillPack gives Amazon the chance to lure consumers away from the local pharmacy and win all the store purchases that can come with the trip.
While marketers can freely exchange data on consumers' nonprescription purchases, demographics and browsing activity, the federal government tightly controls the privacy of medical information through the Health Insurance Portability and Accountability Act, or HIPAA. Companies can't sell patient data to another party or market complementary products based on a person's health condition-like sending coupons for diapers to a woman with a prescription for prenatal vitamins.
He said Amazon likely would need to wall off PillPack from its larger operation, otherwise it might have to take steps to ensure the entire business meets federal privacy standards, which govern everything from who has access to data to how user passwords are encrypted.
Amazon already has insight into people's health by tracking consumers' browsing and shopping habits.
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