Consider also that, even among those who have gone to the expense of purchasing a Fitbit, many give up using them. According to research by Rock Health, “more than 70% of Fitbit purchasers from the first three quarters of 2014 churned before the end of the year.” 4 Essentially, interest and motivation wanes – and more than two-thirds of Fitbit users give up using what they once believed was beneficial.
Likewise, research by consulting firm Endeavour Partners found that one-third of consumers who own a “modern activity tracker” (which they described as devices similar to Jawbone, Fitbit, Nike, and Misﬁt) stopped using it within six months.5
Given these statistics, will the allure of a $25 gift card every three months be enough to keep employees engaged? Probably not.
The bottom line: wouldn’t it be better to have a health and wellness program that allows participants to use the device of their choice? Better yet, wouldn’t it be better to have a program that requires NO ADDITIONAL DEVICE AT ALL – a program that simply uses the participant’s smartphone?
Just such a program was recently developed in Michigan. Because of its unique mix of technologies and program strategies, purchasing additional hardware isn’t required, although data from tracking devices can be used.
In the “CARROT Health & Wellness Program”, participants who download the free app are given a personalized activity goal based on the participant’s own activity history. This allows the employee to be rewarded, not for achieving an arbitrarily-assigned target (does 10,000 steps sound familiar?), but for meeting their own personalized goal.
Through a company-branded Rewards Center on the app, employees then receive exclusive rewards for meeting their personalized activity goals. The Rewards Center is only accessible to the company’s employees. All of this takes place on the participant’s phone.