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“What’s interesting about that to me is that as you’re putting data into the system and the system’s getting smarter about you, and maybe your health condition is changing — you’re going through a life transition like pregnancy, or you’re starting to maybe realize you’re not immortal,” he says. “With all these things, all of a sudden that data starts to take on another dimension of value and meaning to you, and you don’t want to give it up. You’re like, ‘I have five years of data. I have 10 years of data. I don’t want that value to go away.’” Oura’s vast amount of data collection is as much its friend as its foe — the ‘always-on’ nature of AI-powered wearables raises significant privacy concerns, and consumers are aware of these risks. Several surveys show that consumers’ main barriers to wearables adoption are fears around how tech companies may handle their sensitive data. According to a recent YouGov survey, nearly half (48%) of UK adults express concern that data collected from their devices could be used by companies to learn about their lifestyles. For women whose employers provide Oura rings through one of the tech firm’s enterprise plans, privacy concerns over data sharing can be particularly high. Oura is also working with insurance companies like Essence Healthcare, which provides medicare for retirees in the US and with whom it launched a pilot in January to give everyone in its program an Oura device for tracking wearer health data over time.Official Washington Commanders The Redskins Walk Of Greatness Road Abbey Signatures Shirt
Founded in Finland, Oura is governed under European GDPR data law. The majority of its customers are in the US, however, where Oura is governed under the Health Information Privacy and Portability Act. When asked if Oura will ever share the identities behind individual customer data with employers or insurers, Hale says the decision is in the hands of the wearer. “We will probably never tell your employer that you got pregnant. That’s your information to share — you decide.” “In terms of how data is handled, you have to be very careful about that,” Hale says. “One of the things that we believe is that we service the patient. We don’t service the employer. We don’t service the insurance company. We service the person who’s wearing the device, our customer. We will probably never tell your employer that you got pregnant. We’ll probably tell nobody, because that’s not information for us to share. That’s your information to share — you decide.”
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