Porter's Five Forces focus on competitive forces that affect an organization. In many industries, including the healthcare industry, there are complementary products and services that add value to consumers. For example, the airline and hotel industries are complementary to each other and create value to travelers by transporting them and housing them during their vacations or business trips. It is also common for these complementary businesses to enter into a strategic alliance to promote each other's products or services.

• Give an example of a complementary product or service ("complementor") in the healthcare industry.
• Explain why the "complementors" add value and whether a business alliance between these two complementary businesses is a sound strategic move.