18 connected strategy in the healthcare industry 3. Challenges: Mental Health Case Studies T o contrast the success of connected strategies for the diabetes-focused platforms noted above, this paper analyzes some recent failures of digital health start-ups in the mental health space. This therapeutic area is a helpful comparison for diabetes because it is also a widespread issue with key macro-trends encouraging innovation, and the condition often requires ongoing actions by patients to overcome it. In terms of the drivers for innovation, according to recent data from the CDC, 30% of U.S. adults are experiencing symptoms of anxiety or depression, which has also been exacerbated by the COVID-19 pandemic.33 Despite the magnitude of this issue in the US population, there is a shortage of mental health professionals, particularly in certain communities and areas of the country.34 It follows that technology could be applied here to address this problem in the form of mobile apps that could allow for virtual support from mental health professionals/coaches, software to help patients connect with available mental health providers, or online programs with automated steps to work through challenges. Over the past 5 years, investment in mental health start-ups has been increasing and there have been a number of new companies attempting to tackle this complex issue.35 However, many of these companies have had trouble gaining a large enough customer base and determining a lasting revenue model. Two examples of mental companies that have faced significant challenges in the past five years are described below: lantern Lantern was a digital mental health start-up founded in San Francisco in 2013 that provided support and tools to individuals experiencing anxiety, depression, and disordered eating. The service required customers to complete a self-evaluation assessment and then pro- vided daily exercises to help customers pinpoint and restructure negative thoughts via a program on a mobile app.36 Additionally, the company offered the services of mental health coaches or experienced behavioral change professionals, to help guide patients through the programs. However, in 2018, Lantern shuttered its operations after failing to find a viable revenue model. Interestingly, Omada Health (company profiled above) 33 https://www.cdc.gov/nchs/covid19/pulse/mental-health.htm?mc_cid=25b4957f35&mc_eid=0610168c1c 34 https://www.americashealthrankings.org/explore/annual/measure/MHP 35 https://news.crunchbase.com/news/access-to-mental-health-startups-tackle-sectors-complexities-as-investors-go-all-in/ 36 https://medcitynews.com/2018/07/lantern-startup/