My wife is a consultant in health care and managed a clinical trial for her hospital.
http://implementationscience.biomedcentral.com/articles/10.1186/1748-5908-9-38
The multi-year trial and yearly conference was 'sponsored' by a Big Pharma - Boehringer Ingelheim. My wife mentioned a few times the collection and input of data at times felt manual and cumbersome.
http://www.boehringer-ingelheim.com.au/clinical_research/about_clinical_research.html
Boehringer would have gathered a huge amount of information on patients, health and behavioral patterns, inefficiencies in treatment and how to educate best practice methods in health care.
MDR has an international opportunity to support clinical trials which will ultimately benefit the end user of their app - patients (130k of them so far).
Development and research into creating better drugs/treatment is all about big data.
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