10 connected strategy in the healthcare industry well as an effective Coach Behavior connected customer experience. In terms of curated offerings, the health data collected and analyzed on each patient provides Omada with the information necessary to recommend nutrition/fitness plans and educational ma- terials to lead a healthier life. Furthermore, in terms of coach behavior, Omada matches diabetes patients to professional health coaches to help patients stay on track with their health goals as well as provide data-driven advice in terms of medication management to keep glucose levels in check and weight loss/nutrition based on the data received from the connected devices. This feature involves coach behavior given that it helps drive patient behaviors towards healthier choices by recommending customers take particular actions. Additionally, another feature that employs coach behavior is the peer network matching, in which the app places patients in online groups with other diabetes members within the Omada ecosystem for accountability and support. This feature involves coach behavior given that it helps change patient behaviors towards healthier choices by adding another level of accountability and outlet for advice/recom- mendations for success. The combination of these connected activities allows Omada to provide efficient, cost-effective care compared to traditional models that would involve only a few episodic interactions between a diabetes patient and provider, in which the provider would have little insight into patient behaviors and there would be no gradual improvements through coaching over time. Connection Architecture Omada’s diabetes program employs multiple connection architectures (Siggelkow & Terwiesch, 2019) across their various patient services. First, Omada serves as a Con- nected Producer because it leverages information from the smart devices associated with its program to send patients relevant educational materials, nutrition guides, and fitness plans that Omada has developed to help patients manage diabetes. Second, Om- ada serves as a Crowd Orchestrator because it provides a direct link between individual healthcare professionals (Certified Diabetes Educators) and patients, but Omada is not directly involved in creating the content of that service, which is personalized recom- mendations from the health professionals. Third, Omada serves as a Complementor Peer-to-Peer Network Creator because it matches patients to a network of peers with the same condition, free with enrollment, to supplement the coaching, support, and accountability of the Certified Diabetes Educators and curated program content. Performance Through its 10-year history, Omada has adapted its business model and invested heavily in clinical validation of its programs to reach key metrics of success. As noted above, from its founding, Omada invested in running case studies and pilots with health care