Question Set 4 Read the Opening Example on page 352 and 353 of the text for this course Strategic Marketing for Health Care Organizations. This example demonstrates how Novant Health created an IBM [Integrated Delivery Network) that was essentially a market channel strategy. It brought together resources and pooled departments in order to maximize efficiency and broaden their share of the market in a location. Novant Health successfully allied some of its operations, particularly horizontally, to increase the scope of potential customers. 1. The case study describes Novant's effort to develop an integrated delivery network {lDN}. What is an IDN? What is attractive about an IBM? 2. The case study reports that Novant was successful with its horizontal channels strategy, but not so successful with its vertical channels strategy. What constitutes horizontal channels strategy? Why, in general, is it relatively easy to implement such a strategy effectively? 3. The case identies two examples of vertical channels strategy implemented by Novant: developing a health plan program and integrating medical practices that included an estimated 800 physicians. What constitutes vertical channels strategy? Why, in general, is it harder to implement vertical channels strategies effectively than horizontal channels strategies