The future of clinical research for natural health and wellness products is being transformed by four key big data trends. Virtualization allows for greater participant access to trials and diversity in sample populations, while disintermediation enables direct dissemination of research findings to consumers. Digital health and the Internet of Medical Things provide vast amounts of real-time data, and the convergence of big data and AI allows for deeper insights and personalized healthcare interventions. This future envisions a coexistence of pharmaceuticals and natural medicine, supported by transparency and precision marketing based on extensive health data, ultimately leading to enhanced human function and improved healthcare outcomes

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