Big data holds the potential to tell a rich and detailed story. The challenge is ensuring it is collected and used in the right way, at the right time, and for the right reasons. Implicit bias and related pitfalls are common today, as these and other new data sources are increasingly employed in data analytics projects. And they can have far-reaching effects on population health. Through the lens of precision medicine, Dr. Esteban López, Chief Medical Officer for Clinical Strategy and Innovation discusses the relationship between big data and social determinants of health and illustrates how working through implicit bias can help move healthcare into a post-racial medical future.