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Should You Mix Those Two Drugs? Ask Dr. Google

Sean Tracey Writing for Science Magazine:

“Analyzing queries made to Google, Bing, and other search engines can reveal the potentially dangerous consequences of mixing prescriptions before they are known to the Food and Drug Administration (FDA), according to a new study. Such data mining could even expose medical risks that slip through clinical trials undetected.”

To me, this is the real challenge of all the ‘Big Data’ hyperbole in the industry right now. We need to stop discussing how to measure and monitor for marketing performance, and start figuring out where in the industry we can use data to improve health and safety outcomes. Pharma bemoans its trust and credibility problems all the time. Solving problems like this would go a long way towards fixing both.