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This case describes the privacy issues surrounding Giant Food’s decision to outsource a prescription drug compliance program to Elensys. Under the arrangement, Elensys would send refill reminders to Giant’s pharmacy customers. As approximately half of all patients stop taking their medication within the first six months of being prescribed, compliance programs which remind patients to refill their prescriptions help address a major public health issue. However, these programs also raise privacy issues because they involve the reuse of sensitive personal information. The case provides students with an opportunity to assess the privacy issues raised by this situation. The case also provides an opportunity for students to grapple with the challenges of developing a “privacy sensitive” implementation strategy for Giant and for CRM programs more generally.

Giant Food and Elensys: Looking Out For Customer Gross Privacy Invasion?