Signal Pharmacies lead health-data trust at 36%, ahead of insurers 30% and fitness 27%

Summary

PwC asked consumers whom they would be most comfortable sharing detailed health data with in exchange for personalisation. The pharmacy they use comes first, chosen by 36 percent of respondents. Insurance companies follow at 30 percent, and fitness and training companies at 27 percent. Retail and consumer packaged goods companies trail at roughly 20 percent. PwC reads this as evidence that digital health tools need to sit within systems consumers already trust.