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Albertsons yesterday announced a new initiative, dubbed Sincerely Health, that it describes as a "digital health and wellness platform … designed to help improve lives by connecting, educating, encouraging and rewarding customers on their health and wellness journey so they can make informed choices regarding food, physical activity, sleep and mindfulness."

According to the announcement, "Sincerely Health is a platform built in collaboration with healthcare providers, insurance companies and technology organizations who share a broader purpose to improve the health and well-being of every community they serve … The platform will continually evolve based on customer feedback, which will also inform new features, collaborations and enhancements to position Sincerely Health as a trusted and reliable health resource."

Sincerely Health now is accessible on 16 of its banners’ grocery app and websites,  including Albertsons, Safeway, Vons, Shaw’s, Jewel-Osco, Acme, and Tom Thumb.

A further description of the service:

"The Sincerely Health experience begins with a brief questionnaire that measures a customer’s Health Score based on seven dimensions of well-being. The scores are calculated using actuarial science, considering varying lifestyle factors such as age, gender, nutrition, lifestyle choices and mental health.

"The platform also enables users to link activity trackers such as Apple Health, Fitbit and Google Fit, as well as log their vitals and medication regimen to have better visibility and control over their health and well-being. Customers can then set small achievable goals to improve their Health Score, track their progress and receive actionable insights and rewards for achieving those goals.

"Sincerely Health also offers an online pharmacy experience, including tools for managing prescriptions, scheduling vaccine appointments and connecting users with general practitioners via convenient telehealth services."

KC's View:

In general, I applaud any initiative that tries to connect the dots between food and all the ways in which we're able to track our fitness and wellness.  Part of the problem that I think a lot of consumers have is that there is a ton of data, myriad ways to compile it, and yet some level of confusion exists about how to turn data into something actionable.

If that's part of the goal here, that's a good thing.  The fact is that it also will give Albertsons a lot of data to use in figuring out to be both relevant and resonant to its shoppers, but as long as it isn't creepy intrusive, that's also a good thing.