AMY BLASCO, SVP, EXPERIENCE ANALYTICS, ON THE WAR ON DATA, WITH PHARMALIVE

"Effective Jan. 1, the unfettered use of consumer data ceased — at least in the great state of California. With the passage of the California Consumer Privacy Act, the safeguards to protect someone’s identity, anonymity, and personal information in real life have moved into the digital realm. And it isn’t just impacting the Googles of the world. Loyalty programs, credit card companies, and any other entity that collects and processes personal data must rethink how they gather, use, and disclose this particular commodity.

It gets even trickier for those in the pharmaceutical industry with HIPAA regulations, as the California privacy law exempts protected health information captured by covered entities or business associates. Sounds simple enough, but not all patient information is PHI, so it doesn’t necessarily fall within the HIPAA-exempt status."

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