
During the past two months, FICO quietly rolled out a program to score individuals on the probability that they will take their prescription medications in the manner prescribed. As the privacy implications begin to materialize, let me restate the gist of the program: The company that compiles data to assign a credit score to virtually every citizen in America is now compiling data to assign the population with a score that attempts to predict whether you will be a “good” patient - whether you will take your medications as directed.
The New York Times previewed the program on June 20, 2011, noting that “nearly three in four Americans do not follow doctor’s orders for taking prescription drugs... [while] others forget to pick up their drugs from the pharmacy, skip doses, take their pills at the wrong time or take too much or too little.” In an alleged effort to combat the 125,000 annual deaths associated with the phenomenon, FICO is now selling a service that attempts to predict who will take their medications as prescribed. According to FICO, “insurance companies and other health care groups will use the score to identify those patients who could benefit the most from follow-up phone calls, letters and e-mails to encourage proper use of medication.” Within the next 12 months, FICO expects to score approximately 10 million patients.
While the privacy implications of this service are obvious, they become even more troubling when you consider the mounting pitfalls associated with continually expanding efforts associated with data mining. On Tuesday, the MIT publication Technology Review summarized the issue by noting that “a complex picture of your personal life can now be pieced together using a variety of public data sources, and increasingly sophisticated data-mining techniques.” Unfortunately, the public’s privacy rights are rarely considered and the resulting “picture” is often inaccurate. Technology Review reported that last week at the Black Hat security conference in Las Vegas, researchers were able to show how a photograph of a person “can be used to find his or her date of birth, social security number, and other information by using facial recognition technology.” The researchers, including Carnegie Mellon professor Alessandro Acquisti, acknowledged that the information is being used to “prejudge a person on many levels – as a prospective date, borrower, employee, tenant” and, in the case of FICO’s new program, as a prospective patient.
Looking further at the example of FICO’s program, the potential implications of inaccurate or improperly released information are profound. What is to keep an insurance company from overtly, if not surreptitiously, allowing the score to influence their healthcare coverage decisions? What if the information is inaccurate? What if a patient changes pharmacies or a divorced couple changes the way they obtain their child’s medications – will those changes be recorded in an accurate and timely manner in FICO’s score data, or will the patient appear as though they fail to comply with their doctor’s orders? Worse, there is no mechanism to “opt out” of such reporting and, to the extent that a patient ever learns their score to begin with, the mechanism for changing an error is, at best, unclear.
It is clear that data mining efforts are exploding in America. Unfortunately, it does not appear that safeguards are keeping up. Citizens have a right to know who is compiling data on them, what that data consists of and who it is being provided to. They also have a right to challenge publication and inaccuracies. However, until lawmakers provide a framework to make that possible, or at least realistic, individuals need to be mindful of the electronic trail their actions are leaving.