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Most people don't worry about their data privacy, or else they wouldn't be on FB, take those buzzfeed quizzes, etc. The P in HIPAA stands for Portability. At it's heart, the act was supposed to guarantee patients have access to their health information, not bring health data liquidity to it's knees. This is Jonathan Bush, of Athena, testifying (read: ranting) a couple weeks ago about regulations and innovation in healthcare. The big take away is that healthcare specifically sets these rules with incredibly high barriers of entry, and then at the last minute does a complete 180. We've seen it every step of the way with the EHR incentive program, CEHRT, ICD-10, payment reimbursement, etc.
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Also, whether or not people care about their privacy doesn't mean it shouldn't be protected. Not just for themselves, but for their family as well. --Let's say I don't allow my medical information to be used, by my brother does. If he has a genetic disease and a potential employer finds out about it, they might decide not to hire me because there's a chance I may have it as well, which could cause problems if it ended up needing treatment. Laws that prevent discrimination are all well and good, but the problem can be proving the reason they decided not to hire you.