Examining the barriers to accepting big health data from a health marketeer's perspective.

Studies have shown that the sharing of big health data can improve patient management across primary and secondary care sectors. It can also reduce costs and can enhance the medical research process. Unfortunately, many big health data initiatives are being impeded because of a range of complex issues. This study was initiated to identify the said issues and develop a tool for health marketers to use to negate the barriers in big healthcare data projects. The study demonstrates how the Interactive Communication Technology Adoption Model can be operationalized to support qualitative researchers.