7 connected strategy in the healthcare industry improving the efficiency of providing care. It is important to note that driving WTP for both patients and insurers is critical for digital health companies employing connected strategies, given that our current healthcare system has shaped the understanding of patients that care is either covered by insurance or avoided due to the additional out-of- pocket costs. As will be discussed later in the company case studies, digital health com- panies that focus on a direct-to-consumer revenue model can face adoption challenges and really need to demonstrate the value to consumers to justify the costs or target insurers to provide coverage and reimbursement for services. Overall, digital health start-ups in chronic disease management have the opportunity to build a robust connected strategy that allows them to capture value by driving consumer WTP and improving the efficiency of providing care. While there have been notable suc- cesses of connected strategies in diabetes, these companies had to evolve their service offerings, revenue model, and patient targets over time to gain traction in the market. The case studies featured in this paper will demonstrate the evolution of these diabetes companies over time to reach key metrics of success and later contrast these gradual successes with some of the failures faced by companies in the mental health space. Ulti- mately, this analysis will show there is no one-size-fits-all connected strategy approach that guarantees success for digital health companies focused on patient care, but there are some valuable lessons. 