Rewarding fitness tracking—the communication and promotion of health insurers’ bonus programs and the use of self-tracking data

Abstract

This paper analyzes German and Australian health insurer programs that offer self-tracking options for customers. We considered aspects of program promotion, program goals, and data privacy issues. Results are based on scanning current information available online via insurer websites. Seven Australian and six German insurers apply self-tracking. Programs in both countries vary, whereas most Australian insurers build their programs on third-party providers, and German insurers offer direct financial rewards. Those differences may be reasonable due to diverse health systems in both countries. Commonalities regarding the programs’ intentions are obvious. Furthermore, concerns about data policies arise across countries. The reward systems and intended program goals vary. The outcomes give insights into the status quo of self-tracking health insurer programs and contribute to a better understanding of the use of self-tracking data by providers. Moreover, further questions arise about the benefits of those programs and the protection of sensitive self-tracking data.