Fitbit targets employers and health plans with Care

When it launched the Versa back in March, Fitbit also announced plans to pivot. While the company will continue to operate in consumer hardware, it’s also shifting much of its focus toward healthcare. A month earlier, the company had acquired Twine, a platform that serves as part of the foundation of its new health coaching service, Care.

Announced today, the system uses the new Fitbit Plus, combined with the company’s off-the-shelf hardware to provide additional health insight, one-on-one health coaching and what the company calls “personalized digital interventions.”

The program is essentially looking to add a bit more a personalized, human touch to fitness tracking. It promises to step beyond algorithmic data by using custom social groups and human health coaches who communicate directly with users through the app or over the phone. The councilors are trained to help with everything from weight loss and smoking to serious conditions like diabetes and hypertension.

The new Fitbit Plus app is a big piece of that puzzle, offering those connections and integrating serious health tracking from third-party devices. That means users can add metrics like blood pressure and glucose levels.

This is one of the first key public facing steps for Fitbit’s shift into enterprise and healthcare. If it can get corporations and providers to take it more seriously as a medical device provider, the company can tap into a lucrative market beyond straight to consumer. Of course, Fitbit’s not alone in that push. Apple notably took another step in that direction with the addition of features like the ECG meter on the new Apple Watch.

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