In this digital age, emerging technologies offer a wealth of opportunities to improve and increase access to healthcare. However, they also pose potential risks to users’ data privacy and raise a number of ethical questions about autonomy and consent that need to be addressed. The use of personalization in health care solutions, for example, can be extremely effective for giving people greater understanding and control over their own health care — but only if users trust the solution and provider enough to input their health information. When providing personalized healthcare solutions to members and employees, then, it’s essential to be transparent about how their data will be used and to get their full, informed consent before they begin using the solution.

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