As personalized medicine takes hold in health care, big data, so named for its high velocity, volume and variety, can add another “v” to its credentials: value. Big data offers a wealth of evidence but when integrated with dynamic simulation modeling (DSM), it can produce highly valuable insights for making the delivery of care more responsive to individual patient needs and preferences, leading to improved patient outcomes and system efficiency. Writing in PharmacoEconomics, an international task force led by Deborah Marshall makes the case for integrating the power of big data and DSMs. But they caution it’s not smooth sailing. Before the potential of big data together with DSM can be realized fully, information privacy and security challenges need to be overcome. Click here to read the article – the third in a series of articles this year from the Task Force on Dynamic Simulation Modeling assembled by the International Society for Pharmacoeconomics and Outcomes Research. Click here to read the first article in the series and here to read the second article.