Employees willing to trade fitness data in exchange for financial incentives
Employees fear employers may penalize them for less-than-ideal health and fitness habits, and raise premiums or try to limit coverage.
More than a few workers are reticent to use fitness apps and other wellness tools provided by their employer-sponsored health care plan because they’re too afraid HR will raise their premiums if they don’t meet certain health metrics.
However, if they are offered financial incentives to use such tools, many just might change their mind, according to Aite Group report, “U.S. Health Insurance Rewards and Incentives-Motivating for Wellness.”
Related: 6 creative ways to help employees kick-start wellness goals
Forty-two percent of 766 U.S. consumers surveyed respondents express concern that health plans or employers may penalize them for less-than-ideal health and fitness habits, and raise premiums or try to limit coverage.
“Survey respondents express a willingness to share data with their health plans in exchange for receiving a free connected device, such as a fitness tracker or blood pressure monitor,” the authors write. “When it comes to rewards, flexibility is key. Fifty-nine percent of those willing to enroll in health programs are open to either a gift card or a premium discount.”
Grocery store savings card programs top the list of such programs, with 74 percent of respondents indicating that they are part of one–“The more prevalent a product or service is in the daily life of an enrolled member,” they write.
However, incentives need not be limited to discounts and gift cards alone, according to the report. “There are pockets of opportunity to link contributions or rewards funds that can be deposited into a health savings account, into a retirement account, or into health and wellness services, such as personalized coaching and advice.”
The survey also found that many of the respondents would not want a device in their home or car that would be “always listening.”
“Homes and cars are private spaces and the notion of exposing their driving, eating or exercising habits can be uncomfortable,” the authors write.
Other key findings:
- The highest interest in health insurance programs comes from the 25-to-40-year-old age group. Thirty-five percent of those in this age group are avid users of fitness tracker tools.
- Almost 60 of respondents that are at least a little interested in rewards-based programs would consider switching and seek out information about the insurance company and the program. “This is a highly valuable opportunity for competing health plans to capture enrollment from other health plans,” the authors write.
- 20 percent of those with health plans have a food-logging app or tool and 55 percent of them use the app dutifully every day. “This translates to only 11 percent of all surveyed health plan members,” the authors write. “Health plans have an opportunity to push past that 11 percent and engage other participants that use these apps and tools ad hoc by introducing the right set of rewards or discounts.”
- Respondents cite cost and spending as the most prevalent reason when asked why they do not own or are not thinking of buying a smart connected device.
- 63 percent of respondents indicate that they do not find food-logging apps or dieting tools to be useful at all. “This is a concerning indication that the matter of health and healthy behaviors is more deep, complex and personal than even the best digital applications can touch, ,” the authors write.
- Fitness trackers have the highest level of interest from users when it comes to sharing data with health plans. Forty-three percent of respondents offer a positive response to sharing data with health plans–the highest percentage across all products inquired about.
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