A recent report from UK-based ORCHA (Organisation for the Review of Care and Health Apps) revealed that 84% of period tracking apps share personal and sensitive health data with third parties. The research found that most of the apps are sharing information for marketing purposes (68%), as well as for research (40%), and app improvement purposes (40%).
Why it's Notable:
A recent study by the American Medical Association found the majority of patients demand transparency, accountability and control as it relates to health data privacy, with 92% believing their health data should not be sold. The concern around data privacy in period tracking apps has escalated considerably recently with the US Supreme Court decision to overturn Roe v. Wade. This research by ORCHA adds to the evidence potentially driving consumer skepticism surrounding use of these types of apps.
Most of the apps reviewed by ORCHA embed user consent within their terms and conditions, going against best practice which, according to ORCHA, is considered as having a consent page easily accessible to users from the main menu. Just one of the apps listed user consent within the app itself, while 80% of the apps reviewed did not meet quality standards to be included in ORCHA libraries for NHS providers.
Industry Implications:
Amidst this wave of bad publicity, companies launching new products in the femtech space will need to be tuned-in to the growing concern among consumers. Natural Cycles this week announced a strategic partnership with Oura Ring, a health tracking wearable, to automatically track body temperature changes for their fertility tracking app. Mira also recently launched a wand that tracks Follicle Stimulating Hormone (FSH) to predict the onset of menopause and track fertility changes in women over 35.
In many ways, data protection and privacy principles are the bedrock of the digital health edifice. Without proper respect for these principles, user uptake and acceptance of fertility-related apps is at risk.
Digital health companies must respond to the growing privacy concerns by providing transparency around data sharing policies. Some companies, including Glow and Clue, have already released statements about their privacy policies in the wake of the Supreme Court decision. Flo introduced an "anonymous mode" that lets users access the app without providing personal identifier information.
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