Leveraging Customer Data Platforms for Public Health: a Strategic Perspective

Public health increasingly relies on digital infrastructures, yet data remains fragmented across clinical, behavioral, and social domains. Customer Data Platforms (CDPs), originally created in marketing to unify diverse information into dynamic individual profiles, could provide a new approach for person-centered public health. This article explores the strategic potential of applying CDP principles, such as data unification, identity resolution, segmentation, and timely intervention, to enhance surveillance, prevention, and chronic disease management. A conceptual framework is presented and demonstrated through a breast cancer screening scenario, illustrating how CDPs could enable personalized outreach and integration with artificial intelligence (AI). Although promising, there are significant challenges related to privacy, interoperability, fairness, and governance. Responsible deployment requires socio-technical strategies that emphasize transparency, ethical oversight, and person involvement.