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Digital health data and digital currency, what is in it for me?

 

Digital health data and digital currency, what is in it for me?

Nike announced about 2 years ago that it will bring out a transformative device that will motivate users to move more. A sport brand invents an ongoing interactive relationship with their customers rather than the traditional transaction based relationship - radical, amazing. This relationship culminated in users starting to collect Fuelpoints. Stefan Olander of Nike described in his visionary manner that Nike Fuelpoints is a currency.

Two years later, I have become incredibly wealthy. I am a Fuelpoint millionaire. I have just crossed the 1.5M Fuelpoints mark. I was awarded a badge… wait a minute, is that all? Let me at least have a custom pair of sneakers, let me have some discount vouchers. Let me have my voice heard. I am important, I am a Fuelpoint millionaire. Silence…

Airlines are masters at using their bonus systems to create loyalty. From my own experience, the perks around my BA Gold cards were very tangible and shaped my behavior, sometimes adding extra stops just to get the points.

There is now an enormous race to collect motion data in the wellness service area. It is a frequently stated goal that the one with most data wins. As we are dealing with not only personal data but intimate data, privacy issues will be in central point.

What I find very encouraging to see in the market is that smaller players start engaging in data exchange, subject of course to user consent. Once we have collected rich differentiated data, we can start to make sense of it. When we understand the data, we can create tools for behavior change. Behavioral change based on technology could become as big business in health as the two favorite business models of reactive medicine, the pill and the knife. Meaningful data is the one of the key ingredient to erode the boundary in the wellness and health business. Data as currency is perhaps one of biggest advances in health in the years to come.

Behavioral change based on technology could become as big business in health as the two favorite business models of reactive medicine, the pill and the knife.

For the data to make sense and become actionable, the designers need to step up. Reusing the design templates from Excel such as curves, pies and circles are not going to cut it. We need social encouragement, we need competitive encouragement, we need social pressure, we need threat, we need nudging, and we need rewards and celebrations.

We need experimentation. Imagine an insurance company buying you new shoes if you collect enough points. Imagine your bank exchange your Fuelpoints for Euro’s. Imagine your employer buy you an Apple Watch, as it will know if you move more you stay healthier and be more productive. Suddenly the Wearable becomes a tool.

I do think human motion graph will become a valuable as the social graph. The question is who will unlock its value and create an open data format and subsequent exchanges for value transformation, the iTunes or Amazon of past perspiration. The more you move, the wealthier you become. We know that the more you move the healthier you become.

So who wants to do a deal with my 1.5M Fuelpoints? (Oh, forgot to mention, I suspect that Nike thinks my Fuelpoints are theirs, it is still early days.)

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