Customer Attitudes Towards Participation and Health Data Sharing in the Digital Transformation of Finnish Insurance

Persson, Michael; Grundstrom, Casandra; Giunti, Guido

doi:10.18690/978-961-286-280-0.43

Cited by 2 publications

(4 citation statements)

References 19 publications

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“…The majority of Omega's customers expected reciprocal advantages in exchange for sharing their health data, hinging on the contingency that they would receive personalized digital health services that would help to prevent illness in their lifetime. This finding is congruent with the quantitative data of this survey presented in another paper [18]. Customers also expect digital health services to provide personalized and proactive interventions, a trade-off between the concerns of information privacy and the perceived value of digital health services [39].…”

Section: Principal Findingssupporting

confidence: 90%

“…For the purposes of this paper, only the customers' characteristics and qualitative health data responses have been discussed. More detailed descriptive statistics about Omega can be found in another paper [18]. A single open-text question from the health data section was analyzed.…”

Section: Discussionmentioning

confidence: 99%

“…The survey itself was randomly allocated to 5000 customers with the only constraints being that respondents had to be Omega's existing customers aged older than 18 years (for consent purposes) and had to have email addresses (so they may be reached). A minimum of 385 responses from Omega's customer base of approximately 1.3 million was required to accommodate our goal of acquiring a 95% CI (descriptive statistics of the same survey [18]). A total of 452 viable responses were received from 5000 customers (response rate: 9.0%) selected as a predetermined sample size.…”

Section: Data Collectionmentioning

confidence: 99%

“…Studies that are available indicate similar findings; the majority of individuals are unwilling to share their health data with insurance organizations. Approximately 57% of customers from a Finnish insurance organization indicated an unwillingness to share their health data [18]. Further conflating the matter, institutional barriers within insurance organizations can obstruct obtaining a holistic understanding of the customers' willingness to share health data [19].…”

Section: Introductionmentioning

confidence: 99%

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Insurance Customers’ Expectations for Sharing Health Data: Qualitative Survey Study

Grundstrom¹,

Korhonen²,

Väyrynen³

et al. 2020

JMIR Med Inform

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Background Insurance organizations are essential stakeholders in health care ecosystems. For addressing future health care needs, insurance companies require access to health data to deliver preventative and proactive digital health services to customers. However, extant research is limited in examining the conditions that incentivize health data sharing. Objective This study aimed to (1) identify the expectations of insurance customers when sharing health data, (2) determine the perceived intrinsic value of health data, and (3) explore the conditions that aid in incentivizing health data sharing in the relationship between an insurance organization and its customer. Methods A Web-based survey was distributed to randomly selected customers from a Finnish insurance organization through email. A single open-text answer was used for a qualitative data analysis through inductive coding, followed by a thematic analysis. Furthermore, the 4 constructs of commitment, power, reciprocity, and trust from the social exchange theory (SET) were applied as a framework. Results From the 5000 customers invited to participate, we received 452 surveys (response rate: 9.0%). Customer characteristics were found to reflect customer demographics. Of the 452 surveys, 48 (10.6%) open-text responses were skipped by the customer, 57 (12.6%) customers had no expectations from sharing health data, and 44 (9.7%) customers preferred to abstain from a data sharing relationship. Using the SET framework, we found that customers expected different conditions to be fulfilled by their insurance provider based on the commitment, power, reciprocity, and trust constructs. Of the 452 customers who completed the surveys, 64 (14.2%) customers required that the insurance organization meets their data treatment expectations (commitment). Overall, 4.9% (22/452) of customers were concerned about their health data being used against them to profile their health, to increase insurance prices, or to deny health insurance claims (power). A total of 28.5% (129/452) of customers expected some form of benefit, such as personalized digital health services, and 29.9% (135/452) of customers expected finance-related compensation (reciprocity). Furthermore, 7.5% (34/452) of customers expected some form of empathy from the insurance organization through enhanced transparency or an emotional connection (trust). Conclusions To aid in the design and development of digital health services, insurance organizations need to address the customers’ expectations when sharing their health data. We established the expectations of customers in the social exchange of health data and explored the perceived values of data as intangible goods. Actions by the insurance organization should aim to increase trust through a culture of transparency, commitment to treat health data in a prescribed manner, provide reciprocal benefits through digital health services that customers deem valuable, and assuage fears of health data being used to prevent providing insurance coverage or increase costs.

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Section: Principal Findingssupporting

confidence: 90%

Section: Discussionmentioning

confidence: 99%

Section: Data Collectionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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