Insurers Get Personal Marketing Health Services (01/03) Vol. 22, No. 4 p.9; Geer, Carolyn T.
Health insurance companies are rumored to be using computer applications to determine which patients are high-risk in order to control medical costs. The applications compile ages, prescriptions, blood test results, doctors' reports, and other items to create a profile and to determine which patients are at risk for future medical problems. However, this so called predictive modeling is an ethical issue that should be addressed before insurance companies begin reaping cost savings at the expense of patients' health. Moreover, privacy advocates are concerned that marketers will gain access to the information and use it to market preventative treatments.