Think through the customer experience before you start.
Incentivizing people to be more active by using a digital tool may seem like a good idea (it generally is) but limiting benefits to usage of the tool without disclosing the data aspects to your customers is not as wise. Vitality - the South African owned health insurance company based in the UK - just learned this with controversy surrounding its partnership with Moves - now owned by Facebook.
While Moves doesn't track vital health info, this partnership has aggravated many policyholders and is a cautionary for tale for marketers as they consider how to engage their customer base. It's also a note to brand strategist to ensure that the execution of a great idea - such as Vitality's "we make it cheaper and easier to live healthier" shouldn't rely on experience handcuffs.