The increasing capture of patient-centric health data through clinical, transactional, and surveillance systems holds much promise in terms of tailoring diagnostic and treatment paradigms to the individual circumstances each patient is facing, whether in the form of comorbidities, stage of illness, or even socioeconomic factors. To be most efficient in healthcare systems, however, payers and health technology assessment bodies must also be able to use these data to move beyond evaluation at the level of the “average” patient and develop more customized approaches – can they? At the same time, more specific patient information comes with privacy concerns since many datasets in use or under development capture patient data without consent or input from patients about their uses. Patients and the larger advocacy community not only have their own views on the best use of their data, they may also be able to provide data through personal apps and other real-time data collection methods. In addition, some of these considerations may vary between higher- vs. lower-income countries. The latter may have fewer privacy protections but also the potential for outsized benefits from digital health applications. This session will consider how to make the best use of digital health data to target access to health technologies for the patients who would most benefit, while providing HTA organizations a clear opportunity to make direct use of real-world evidence, all in a way that will maintain appropriate patient engagement, privacy protections, and data governance.