Leveraging Customer Data Platforms for Public Health: a Strategic Perspective

Area of Science:

• Public Health Informatics
• Health Data Management
• Digital Health Strategies

Background:

• Public health data is fragmented across clinical, behavioral, and social domains, hindering effective person-centered approaches.
• Customer Data Platforms (CDPs), successful in marketing, offer a model for unifying diverse data into dynamic individual profiles.
• Existing digital infrastructures lack the integration needed for comprehensive public health surveillance and intervention.

Purpose of the Study:

• To explore the strategic potential of applying Customer Data Platform (CDP) principles to public health.
• To present a conceptual framework for using CDPs to enhance person-centered public health initiatives.
• To demonstrate the application of CDP concepts in a breast cancer screening scenario.

Main Methods:

• Conceptual framework development for applying CDP principles (data unification, identity resolution, segmentation, timely intervention) to public health.
• Illustrative scenario analysis focusing on breast cancer screening to demonstrate personalized outreach and AI integration.
• Exploration of challenges and requirements for responsible deployment.

Main Results:

• CDP principles can enable enhanced public health surveillance, prevention, and chronic disease management through data unification and personalized outreach.
• A conceptual framework demonstrates how CDPs can facilitate integration with artificial intelligence (AI) for improved health outcomes.
• The breast cancer screening scenario highlights the potential for targeted interventions and improved patient engagement.

Conclusions:

• Customer Data Platforms offer a promising, albeit challenging, approach to person-centered public health by unifying fragmented data.
• Responsible deployment necessitates addressing critical issues of privacy, interoperability, fairness, and governance.
• Socio-technical strategies emphasizing transparency, ethical oversight, and individual involvement are crucial for successful implementation.