Should personal health information be tethered to rewards and leveraged for advertising purposes?
In October, Loblaw Cos. Ltd. unveiled a mobile application that refers shoppers to health services and ties loyalty points to wellness behaviours. Developed in a partnership with digital startup League, the app merges digital health technologies with an established loyalty program – PC Optimum, which has about 18 million users. It’s now available in British Columbia, Alberta and Ontario after initially launching in Atlantic Canada.
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People who choose to engage with PC Health’s new mobile app are rewarded with modest incentives in the form of PC Optimum points, such as 1,000 points (worth $1) for a “health and well-being reset,” 750 points (75 cents) for a three-week “mental well-being program” or 750 points for a program to “kick-start your fitness routine.” There is also a PC Health Shop that offers personalized products and services and PC Optimum points for some purchases.