It needs to be a regulated nonprofit independent entity. Trusting an ads corp your medical data is as good as asking a bunch of junkies to look after your home while you're away on vacation.
Nonprofit doesn't mean cheap. I see it as a defence contractor of some sort: it gets big money from the gov, hires the best staff, but is also regulated and doesn't report to wall st.
Which will be hacked in 2 weeks of its existence..