The healthcare industry likely runs neck-to-neck with the financial services industry when it comes to consumer sensitivities around the privacy of their data-it might even outpace it. I mean, let''s face it, it doesn''t get more sensitive than personal health data. The diseases we have and the treatments we receive are sensitive from a personal point-of-view (e.g., mental health services) and from a cost consideration standpoint (e.g., suffering from a major illness or needing expensive medications that could impact the cost of, or even access to, affordable healthcare insurance).