connected strategy in the healthcare industry About the Authors Haley Fitzpatrick Haley Fitzpatrick is currently a member of the commercial team at Genentech, a biotech company based in San Francisco that is a subsidiary of Roche Pharmaceuticals. Prior to Genentech, Haley was an experienced life sciences strategy consultant working across the healthcare sector with many pharmaceutical, biotech, medical device, diagnostic, and digital health companies. Haley holds a Bachelor of Science in Biology from Stanford University and a Masters of Business Administration in Healthcare Management from The Wharton School, University of Pennsylvania. Nicolaj Siggelkow (siggelkow@wharton.upenn.edu) Nicolaj Siggelkow is the David M. Knott Professor of Management at the Wharton School, University of Pennsylvania. He is a Co-Director of the Mack Institute for Innovation Man- agement and the former Department Chair of Wharton’s Management Department. He is the coauthor of Connected Strategy: Building Continuous Customer Relationships for Competitive Advantage (Harvard Business Review Press), which was featured as one of the top business books for 2020 by Bloomberg BusinessWeek. Professor Siggelkow stud- ied Economics at Stanford University and received a Ph.D. in Business Economics from Harvard University. Professor Siggelkow has been named a Fellow of the Strategic Man- agement Society, the world’s leading association of strategy researchers and has been shortlisted for the prestigious Thinkers 50 award (the “Oscars of Management”). He has been the recipient of more than 30 MBA and Undergraduate Excellence in Teaching Awards, including Wharton’s and Penn’s highest honors of its kind. Professor Siggelkow is the Academic Director of several executive education programs at Wharton and has been involved in many custom programs for organizations, teaching strategy and man- agerial decision making. He has run strategy workshops for Fortune 500 organizations and small firms alike, helping develop and analyze their strategies. Christian Terwiesch (terwiesch@wharton.upenn.edu) Christian Terwiesch is the department chair and a professor in Wharton’s Operations, Information and Decisions department and co-director of Penn’s Mack Institute for In- novation Management. He also holds a faculty appointment in Penn’s Perelman School of Medicine. He has written multiple books and published extensively in many of the leading academic journals ranging from Management Science to The New England Journal of Medicine. He is an award-winning teacher with extensive experience in MBA teaching, online courses, and executive education. In addition to his teaching and his