9 connected strategy in the healthcare industry musculoskeletal issues in 2020 (through acquisition of a company called Physera).11,12,13 In addition to its patient populations evolving, Omada also changed its revenue model and customer channels over time after issues with its B2C model. After failing to gain scale with its B2C approach, Omada decided to become primarily a B2B company and focus on an enterprise revenue model. Now, Omada’s revenue mainly comes from self-insured employers, health plans, and health systems that pay for Omada’s programs for their patients/employees as a way to improve health outcomes of their covered populations.14 This B2B approach allowed Omada to gain user scale much more quickly than the B2C model. Additionally, Omada also created an outcomes-based billing model, in which its enterprise customers only have to pay for participants in Omada’s programs that actually see improvement in specified outcome metrics such as the percentage of body weight lost.15 This unique outcomes-based billing model linked to specific clinical data gave Omada a lot of credibility in the market and encouraged more enterprise customers to cover Omada’s program. In terms of its products and services, Omada combines professional health coaching, con- nected health devices, real-time data and feedback to develop personalized programs for patients.16 Focusing on its type II diabetes program, Omada first provides patients with a number of smart devices including a connected blood glucose meter, a connected scale, a connected blood pressure cuff, and a continuous glucose monitor sensor.17 Patients are also paired with a professional health coach who is a Certified Diabetes Educator and attend weekly interactive lessons that focus on personalized educational materials to improve patient health such as nutrition plans.17 Finally, patients are also able to join peer support networks through the associated mobile app.17 Connected Customer Experience Evaluating the connected strategy of Omada, its diabetes program implements two of the four connected customer experiences, described in Connected Strategy (Siggelkow & Terwiesch, 2019). First, Omada integrates a number of smart devices into the daily lives of its patients and these devices are connected to its app. These connected devices allow Omada to collect personalized data on each patient and provide a Curated Offering as 11 https://www.mobihealthnews.com/content/omada-health-expands-digital-platform-type-2-hypertension-programs-new-features 12 https://medcitynews.com/2019/01/omada-health-launches-mental-health-programs-using-shuttered-startups-tech/ 13 https://www.fiercehealthcare.com/tech/omada-health-buys-virtual-physical-therapy-provider-physera-for-rumored-30m 14 https://www.fastcompany.com/company/omada-health 15 https://www.mobihealthnews.com/news/north-america/how-digital-therapeutic-company-omada-health-has-taken-cue-life-sciences 16 https://www.omadahealth.com/frequently-asked-questions 17 https://www.omadahealth.com/programs/diabetes