22 connected strategy in the healthcare industry need to see more clinical or cost-effectiveness data to be convinced to offer coverage, which is why investing in studies and accumulating compelling evidence is also critical. Additionally, it is important to note the growing trend of digital health companies offer- ing outcomes-based revenue models to enterprise clients. This tactic helps alleviate any concerns or skepticisms these customers may have about the expense of covering these digital health services for such large populations. 3. Prioritizing patient populations with specific, clinical needs first is an important first step to expanding the connected strategies of digital health companies focused on patient care into broader markets. Given that trust and credibility are both crucial to winning over patients, providers, and payers, it is important to demonstrate the value of integrating smart technologies into everyday life and the benefits connected strategies can provide to customers. When it comes to health, people are often more hesitant to share personal information. However, if the company is focused on a patient population with significant unmet needs in clinical care that can be solved or at least alleviated by using the services of connected compa- nies, then patients are likely to be more willing to engage (especially if there are studies demonstrating clinical or cost-effectiveness). Therefore, companies with connected strategies related to health that want to market to a broader population for services like weight-loss, wellness, and fitness tracking, should consider starting with a smaller, clinically-oriented population such as diabetes or hypertension. Omada followed this model by focusing on diabetes first and then was able to gradually expand into larger populations because the company was able to gain the clinical trust and approval of diabetes patients and providers first. This trend of connected strategies for patient care expanding into the mass market is becoming more common. For example, blood glucose monitors were historically only used by diabetes patients, but now they are being used more generally by athletes and the general public for fitness tracking purposes: Abbott launched a continuous glucose monitor for athletes without diabetes in 2020 and it ap- pears that the Apple Watch is investigating ways to get glucose tracking functionalities. 45,46 45 https://www.abbott.com/corpnewsroom/strategy-and-strength/abbott-launches-first-glucose-sport-biosensor-for-athletes.html 46 https://www.fiercebiotech.com/medtech/apple-watch-could-gain-glucose-tracking-rockley-photonics-deal-report