17 connected strategy in the healthcare industry Performance Given the relatively young age of the company and the fact that it is not public, Virta provides limited information on its current user base and financial metrics. However, Virta’s dedication to publishing many peer-reviewed studies and conducting multiple clinical trials to validate the efficacy of its diabetes reversal program has paid off. Virta’s outcomes data has contributed to 300 percent growth in its employer customer base in just 2018 alone. Additionally, Virta should consider ways in which it can use smart de- vices and technology to deepen its connected customer relationships. Currently, it plays the same roles as Omada in the Connected Strategy Matrix (see Exhibit 1), but does so with much less technology and remains in a very specific niche of nutritional ketosis for diabetes. There is much to be seen in the future regarding the success of Virta, but it ap- pears to have learned some valuable lessons from other well-established diabetes digital health companies, such as its initial revenue model strategy and data-driven approach, to put it on a promising path. 