My Greatest Passion free essay sample

I am intrigued and enticed, by words.I will always remember the words â€Å"I claim them all.† They comes from Huxley’s Brave New World. John the Savage speaks them, claiming humanities right to unhappiness. I was fourteen when I read those words. I remember the ecstasy, I remember feeling triumphant. I remember undignifiedly jumping up and down. Should I really have been this happy over the right to misery, when I already have the right to the pursuit of happiness? I’ve decided that the reasons those words made me so happy was because they expanded on three ideas that I knew in the back of my mind would be important for understanding the world. The first idea was that some people are only a certain way because they never had the opportunity to be otherwise. Some people are pleasant only because they’ve never been faced with anything unpleasant. We will write a custom essay sample on My Greatest Passion or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Some people are brave only because they need to be. But most would agree, that having a choice to do something good is better than simply feeling good, the latter being the unsaid motto of the society in Brave New World. The second thought that was triggered by reading Huxley’s classic was that truly good things are not easy. Doing good often comes from overcoming bad. Heroic acts are not everyday ones. Misery provides humanity with the potential to do good and to do better. This leads to the third concept, that one of the characteristics of humanity is unhappiness. But maybe, as a people, we’ve always had a knack for facing adversity. That seems to be evidenced by the fact that we are still here. Thomas Jefferson wrote in the declaration of independence that we have the right to the pursuit of happiness and I’ve come to recognize that happiness is not a state of being. It’s a moment that you run for, and that happens along the way. You can never truly feel it if you’ve never felt anything else. Huxley knew this and he imparted it to me in only four words. It will probably take more to fix the world. It can be done. I want to do it. With words. I want to fix something. Maybe the world for one minute. I know it will hold for only so long. And then I want to start again. That is my passion.

Sociological Autobiography Research Paper Example

Sociological Autobiography Research Paper Example Sociological Autobiography Paper Sociological Autobiography Paper Essay Topic: Autobiography of My Mother In Brooklyn, New York on July 10th, 1979 that was the day I decided to make my grand entrance into this world. At birth I was given an ascribed status of an African American female, which would play an important role in my life as I grew older. My parents were married and very young at the time of my birth. My maternal grandparents thought it would be best if I lived with them while my parents worked and went to school. This arrangement worked out for several years and seemed beneficial for both my parents and I. I lived with my grandparents until I was about 5 years old or when my mom and dad divorced. As a result of the divorce, my mother became a single parent. My mother raised me on her own until she met Mr. Wayne. After the divorce, my dad lost contact with me, our relationship became estranged. During that time my father earned his achieved status as a dead-beat dad. That status would soon change when my father met his second wife. My step-mother expressed to my dad if he wanted to be with her, he has to be involved in his child’s life. She has been a blessing to me from the beginning of their relationship. My father reconciled any differences he had with my mother and began to rebuild our father/daughter relationship. My mother and Mr. Wayne eventually got married and moved in together. Growing up in a blended family had it pros and cons. I was an only child, on my mom’s side for about 10 years until my brother Zuri came along in 1988. I didn’t have siblings on my dad’s side until 1996 when my brother Terrell was born and 1999 when my sister Sharina was born. My childhood upbringing definitely had a tremendous force on how my future adult life would turn out. My mother, father, and grandparents all had an impact on my outlook of life. They all worked very hard to provide the best for our family. I grew up in what sociologists would the call the working lower-middle class. Although life with my primary group was great at 16 years old, I began to get tired of the switching of the households every other weekend. It was frustrating especially being a product of a blended family. I had social ties with my friends at school and I had a boyfriend with whom I thought I was madly in love with. My social network was increasing and it was important for me to maintain those relationships with my secondary groups or at least I thought it was. Growing up in New York City offered me an opportunity to live in an environment with no obstructions. I was able to connect with a diverse population on a daily basis. I had friends from various ethnic backgrounds.

20 Top Party Colleges Can You Still Get a Good Education

20 Top Party Colleges Can You Still Get a Good Education SAT / ACT Prep Online Guides and Tips In popular culture, college life is often portrayed as a nonstop party full of fun, bacchanalian times. While these portrayals are a bit exaggerated, some colleges have garnered reputations as being particularly festive. This raises the following questions:should you go to a party school? And can you get a good education at a party school? In this article, I'll define what a party school is, provideparty school rankings, and explain how you can still get a quality education from a college known for its epic parties. What Is a Party School? A party school has a very active on-campus party scene. In other words, there are frequent and numerous parties, which are usuallywell attended and act as popular social events for students. Universitiesthat are described as party schools generally have high rates of student drinking and drug use as well as a large number of fraternities and sororities. What Are the Top Party Colleges? Our list below is based onThe Princeton Review's listof the top 20 party schools in the US. Their list was created using students' answers to survey questions. According to The Princeton Review, the biggestparty schoolsare those at which students indicated a combination of low daily personal study hours (outside of class), high usages of alcohol and drugs on-campus, and high popularity of fraternities and sororities. Most top party schools are large public universities. Because large schools have more students, they often have a more vibrant social scene and more fraternities and sororities. Below, I'vecreated a table with the top 20 party schools, their undergraduate enrollments, and the average range of standardized test scores of admitted applicants. All private colleges arein bold. marsmettnn tallahaassee/Flickr Rank School Location Undergraduate Enrollment Middle 50% SAT Middle 50% ACT 1 University of Delaware Newark, DE 18,144 50-1330 25-29 2 West Virginia University Morgantown, WV 22,504 1010-1200 21-27 3 Tulane University New Orleans, LA 6,773 1350-1490 30-33 4 Syracuse University Syracuse, NY 15,252 60-1350 25-30 5 Bucknell University Lewisburg, PA 3,6 1250-1420 28-31 6 Lehigh University Bethlehem, PA 5,075 1270-1430 29-32 7 University of California- Santa Barbara Santa Barbara, CA 22,186 1240-1470 26-32 8 University of Wisconsin- Madison Madison, WI 32,196 1280-1450 27-31 9 Colgate University Hamilton, NY 2,873 1310-1500 31-33 10 University of Rhode Island Kingston, RI 14,470 1090-1260 23-27 The University of Alabama- Tuscaloosa Tuscaloosa, AL 33,028 1060-1280 23-31 12 University of Vermont Burlington, VT ,339 80-1350 25-30 13 Providence College Providence, RI 4,306 60-1330 26-30 14 Wake Forest University Winston Salem, NC 5,102 1260-1440 28-32 15 Union College (NY) Schenectady, NY 2,267 1270-1430 29-32 16 University of Maine Onoro, ME 9,279 1050-1250 22-27 17 University of Illinois- Urbana-Champaign Champaign, IL 33,955 1280-1480 26-32 18 University of Florida Gainesville, FL 35,246 1240-1410 28-32 19 Florida State University Tallahassee, FL 33,093 90-1330 26-30 20 Sonoma State University Rohnert Park, CA 8,551 980-70 19-24 Can You Get a Good Education at a Party School? You can definitely get a good education at a party school. Some of the top party collegesare also some of the best schoolsin the US. For example,the University of Wisconsin- Madison, the #8 ranked party school, was ranked the #15public school in the US by US News. Meanwhile, UCSB, the #7 ranked party school, is ranked both the #5 public school and the #30 national university by US News. It’s part of the University of California system, which includes some of the top research universities in the world. Finally, the University of Illinois- Urbana-Champaign (the #17 party school) hasthe bestgraduate program in library and information science in the nation. It's also important to note that not all students who attend top partycolleges participate in the party culture.Even at party schools, there are many students who don’t party. Students who don’t party often find a community of like-minded students in their dorms or in various on-campus organizations.Especially at large public universities, there are so many students that you're bound to find plenty of people who aren’t party animals. How Do You Get a Good Education at a Party School? At almost every college, there are parties and temptation that can get in the way of your studies.At party schools, there's even more temptation because there are more parties and more students who like to party. Personally, Idon’t think there’s anything wrong with doing some partying in college, but you have to take care that you're not letting your partying get in the way of your academic success. As long as you do the following, you’ll be able to enjoy the occasional party and get an exceptional education. #1: Manage Your Time Regardless of whether you party or not, time management is essential when you’re in college.For many students, college is the first time they don’t have their parents regularly telling them what to do and when to do it. If you've got a test Friday morning, you need to have the discipline to not stay out late partying on Thursday instead of preparing for your test and getting a good night's sleep.If you've got a big paper due Monday, maybe you shouldn’t spend all weekend partying and start your paper Sunday evening. Even though some students can get away with this behavior, I wouldn’t advise it. To manage your time more effectively, I recommend establishing a routine each semester that will enable your academic success.Many of my Stanford peers would dedicate themselves to studying Monday-Thursday nights, relax and have fun Friday nights and Saturdays, and spend most of the day on Sundays on their academics. The amount of time you need to spend studying and doing classwork willvarydepending on your class schedule and academic strengths, but it's imperative you develop habits that will allow you to be successful. If you're working part-time or participating in athletics or other extracurricular activities, you'll have less available study time, so you'll have to manage your time exceptionally well. At Stanford, I was on the gymnastics team and had an on-campus job. Because my free time was limited, I knew that I had to take advantage of the hours I had available to focus on my academics. I did a decent job of managing my time, so I was ultimately able to have ample time for fun, too. #2: Remember Your Priorities Reminding yourself why you're in college can help prevent you from letting parties take precedence.You probably worked hard in high school and chose to attend college to get a quality education and useful opportunities. What's more, college is a costly investment. If you neglect your studies to party, you’re not getting the most out of your educational opportunities. For 2018-19, the total cost of attendance for one year at Tulane- the #3 party school- is more than $72,000. Hopefully, you wouldn’t want to pay that much money just so you can play beer pong with your friends! #3: Choose Your Classes Wisely When you’re choosing your class schedule, try to pick the classes that interest you and will help you graduate with your desired major. Too many students try to avoid Friday classes or early morning classes so that school won’t interfere with their partying.Because of your other responsibilities and time commitments, you might not be able to take every class that interests you, but, ideally, you won't allow your intended partying schedule to influence the classes you take. Admittedly, I didn’t like early morning classes and preferred not to take them because I’m not a morning person. However, I still ended up taking all the classes I needed and wanted to take. #4: Maintain Balance In college, you’re likely going to have to juggle a number of responsibilities, in addition to the parties you might be attending. Many college students go to class, work, and participate in extracurricular activities. They can’t party so much that it takes away from their other responsibilities, but they’re able to find the time to be able to work hard and play hard. On the other hand, there are many students who spend so much time in the library that they forget to have fun and interact socially with their peers. I definitely encountered some of these students during my time at Stanford.I recommend that you make sure to have fun while you’re in college and enjoy yourself. I’m not advocating breaking any laws, but some of my greatest memories are from my social activities with my friends while I was in college. Parties can help form and strengthen friendships,and they can give you some quality stories you’ll cherish when you’re older and all your friends are too busy to party. dennis crowley/Flickr Conclusion: Should You Go to a Party School? Even though you’re not in college to party, parties can be a large part of the college experience, regardless of the school you attend. While party schools have more parties more often, you can still get a quality education from a party school. One of my friends who went to the University of Illinois excelled during his undergraduate years and ended up getting a PhD in Engineering from UC Berkeley. On the other hand, another friend who went there spent too much time partying and lost his athletic scholarship due to drug use. Similarly, even at a college that's not considered a party school, you can party too hard and suffer academic, legal, or health consequences due to irresponsible partying. In large part, the quality of your education and your future success is dependent on the choices you make while you’re in school. If you make wise choices and prioritize your time, you can get an exceptional education- and have fun doing so! What's Next? As you're trying to decide the right school for you, make sure you understandhow to research colleges effectively. If you want to attend a school that embraces diversity, check out my articles on the most diverse colleges and the most LGBTQ-friendly colleges. Want to improve your SAT score by 160 points or your ACT score by 4 points?We've written a guide for each test about the top 5 strategies you must be using to have a shot at improving your score. Download it for free now:

DisciplineThief Essay Example | Topics and Well Written Essays - 1000 words

DisciplineThief - Essay Example It is significant to understand that foodstuff is important for the development of the human body. This is a very great problem because the clinic may lose its credits and this is very wrong. When the company does not perform as expected by the general society, there is a likely possibility that it will fail. On the societal front, it is very difficult for a society to move ahead with these amounts of crime. Criminals are not well perceived in any society because these petty crimes are the ones that lead to even greater and more harmful crimes. Therefore, it is paramount to understand the best means through which to get rid of this vice in the company. The reason for eliminating this crime is that despite the fact that it does not hold a direct effect on a person it has indirect effects. There is also the analysis of the problem that is very effective in ensuring that it is completely eliminated. In this case, the most important step to take is understanding the major causes of the problems. The reason as to why the employees feel inclined to steal from the company is the laxity in the management of the organization. As witnessed, the chief accountant is a regular drunk that makes him an easy target from the manner in which he is not always aware of the activities in the company (Osland, 1997). A major cause of the problem is the attitude of the accountant. The accountant is rather harsh to the employees and this is from the manner in which he even addresses them. This is a reason that may make the employees get a sense of rebellion and want not to feel intimidated. They carry out their rebellion by going against the clinic’s principles and deciding to steal. Maria also caused the problem by simply trying to appear nice to her fellow employees by offering them free foodstuff. This is a common problem because there are people that naturally feel the need to gain popularity and the best manner through which to do this is

Could you elaborate in this process in your own words Essay

Could you elaborate in this process in your own words - Essay Example Strategic plans are developed to accomplish the long term objectives of a company (Kotler, 2003). Whenever a company faces financial struggles the strategic plans of a company should be modified to adapt to the financial crisis the company faces. If the firm has a lot of inventory a way to improve the cash flow of the firm is by liquidating merchandise. The problem with this strategy is that it hurts the profitability of the company. The strategy of a firm can be redirected in order to adapt to a market change that affects the industry as a whole. Back in 2001 in the aftermath of the 9/11 terrorist attacks the airline industry was forced to change its securities protocols to increase the safety of its services. â€Å"The attacks forced the airline industry to renew and strengthen their focus on security† (Boston, 2013). Many firms in other industries have altered their environmental behavior to comply with the expectations of green conscious

Treatments of Parkinson’s diseases Essay Example for Free

Treatments of Parkinson’s diseases Essay Parkinson’s disease is a neurological condition that affects the sufferer’s mobility and also the speech. It affects the central nervous system leading to a person’s inability to control body movement and also speech. It is a disease whose treatment does not intend to cure it but instead, aims at controlling its manifestation. There are various ways in which this can be done. It may involve the use of drugs, performance of surgery and also physical exercise is encouraged. It progresses gradually from the early stages with mild symptoms to later stages with severe symptoms.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The disease is as a result of lowered formation and action of dopamine which is produced by the dopaminergic neurons found in the brain. This then led to the formation of drugs that will either increase the formation or mimic the actions taken by dopamine in the brain. This was important because an increase in the levels of dopamine would lead to a reduction of the effects of the disease. All the drugs used to control the disease all include dopamine as their main active agent regardless of how it works. Depending on which class of drugs it belongs to, it may either mimic or produce dopamine.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Among the earliest forms of treatments are the anticholinergics. These were used even before the introduction of levodopa which is the most widely used drug. The anticholinergics had very mild benefits when they were compared to the harmful side effects that followed its use. The side effects include having a dry mouth, urine retention which especially occurs among men, it also causes very severe constipation and nausea. There are some other side effects that occur that are more serious and are among the major reasons why the use of these drugs has become minimal. These include confusion memory loss and hallucination (http://www.mayoclinic.com).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The realization that the benefits realized were much less than the side effects it causes has led to the reduction of its prescription. Since some anti-depressants and antihistamine diphenhydramine tend to have the almost the same effects as the anticholinergics, some doctors prescribe them to older people who are suffering from Parkinson’s disease. Once an individual realizes that they are having hallucinations and the other severe symptoms, it is adviced that the use of the drug be stopped immediately.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Levodopa is drug that was introduced in 1967 and is currently the most commonly used drug. It is mostly addressed to as Sinemet and is used to help restore the control that one has over the muscles. It is referred to as a gold standard because it is introduced at the time when the symptoms are very mild at the onset of the disease. Once it gets into the body, it is converted inside the brain into dopamine. It therefore increases the level of dopamine that is found in the brain and counters the effects of the disease. (http://www.fdu.gov). the conversion to dopamine is what leads to the positive effects that a patient experiences when using the drug.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   It however has very serious side effects which include nausea and dyskinesias (involuntary movement). This occurs because only a small percentage of it enters the dopaminergic neurons to be transformed into dopamine in the brain. The rest of it is transformed in to dopamine in the body. It therefore becomes necessary to use cardibopa which delays the metabolism of levodopa until it reaches the dopaminergic neurons in the brain. The combination hence helps reduce the side effects caused by the drug because once the metabolism takes place only in the brain it means that the side-effects are not felt as much as when it occurs in the body.   The other problem posed by the use of this drug is that its dosage needs to be increased over time. It has also been observed that it works on and off without any explained cause as to why this happens. This makes it unreliable because its effects are not constant and at times the patient gets violent attacks while still under medication. The various side effects and unreliability of levodopa leads to the necessity to combine it with various other drugs to make it more effective. Some of these drugs can be used on their own while others actually require to be used with the levedopa-cardibopa combination.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   A cluster of drugs called dopamine agonists are usually used in a combination with the levodopa-cardibopa drugs. They can however also be used on their own. If used without the use of cardibopa-levodopa therapy, it can only be when the diseased has not progressed far and also only works well in younger adults. In other words it is used alone when the symptoms are mild and only in younger adults. This class of drugs does not produce or help in the production of dopamine but instead imitates the effects that dopamine has in the body. (http://www.mayoclinic.com). In other words, they tend to act on behalf of dopamine.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   This class of drugs include; Apokyn, Requip, Parlodel and Mirapex. Parlodel used to be administered some time back but of late its use has become less. This is because it had very serious side effects that endangered the patient more than it benefited him/her. It would cause inflammation in the lungs and/or heart valves of the user and thus would lead to further deterioration of the patients’ health. In general this class of drugs has side effects that are almost similar to those of carbidopa-levodopa but with slight differences. The effects of having involuntary movement are reduced while those of hallucinations and/or sleepiness are increased.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The drug Mirapex takes up the role of dopamine in the body as it is one of the dopamine agonists. When it is used in the absence of levodopa-cardibopa, it causes a 30% improvement in the health of the patient. When used in combination, it is able to reduce the intake of the levodopa dosage by about 25%. Requip is also a dopamine agonist that can also be used either alone or with levodopa. When used together with levodopa, it can reduce the intake of the close by around 31%. The reduction of the dosage is on top of increased benefits to the patient (http://www.fda.gov). Catechol-o-methyltransferace inhibitors which are usually abbreviated as COMT inhibitors, are used block the enzymes that break down the levodopa into dopamine even before it reaches the brain thus causing severe side effects and minimal benefits to the patient. They can be used in combination with the levodopa-cardibopa therapy. The two main COMT inhibitors are Tasmar and Entacapone. Tasmar is rarely used because of its severe impact on the health of the user. It causes severe liver damage and hence is only used as a last resort if the patient has failed to respond to any other therapy (http://www.mayoclinic.com)   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Stalevo is the result of a combination of cardibopa, levodopa and entacapone. Entacapone does not have side-effects as severe as those of tasmar and hence is preferred than tasmar. Its major side-effect is the involuntary movements experienced by the user. It works in conjunction with the cabidopa-levodopa therapy by increasing their availability. This is done by blocking the enzymes that break down the substance into dopamine until the drug is already in the brain. This then means that the effects of cabidopa-levodopa are prolonged because they occur only in the brain.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Selegiline also referred to as Eldepryl is another drug that can either be used with or without the presence of carbidopa-levodopa therapy. It works by preventing the metabolism of dopamine. It does this by slowing down the activity of one of the enzymes that metabolize dopamine. This is the monoamine oxidase B which is abbreviated as MAO-B. The use of selegiline has other positive effects like delaying the need of carbidopa-levodopa. When combined with carbidopa-levodopa it improves the effectiveness of the drug. It can however have some adverse toxic reactions when combined with Demerol which is a narcotic drug.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Apart from ingesting drugs, they can be administered through the skin through the use of a silicon-based patch. Rotigotine is a dopamine agonist drug that can be administered through the skin but can only be used in the early stages of the disease. This is called Neupro-rotigotine transdermal system. The patch requires to be changed every 24 hours. It works by stimulating the dopamine receptors in the body. Its side-effects include skin reaction where the patch is hallucinations, insomnia, drowsiness, sleep-attacks, nausea, vomiting and the most severe is the reduction in blood pressure once the person stands up (http://www.fda.gov).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Amantadine is another drug that is used in treatment of Parkinson’s disease but its use was discovered by accident. Initially it was to be an antiviral used in the treatment of influenza and was approved as such in 1976 by Food and Drug Administration. It was however discovered to provide relief if only short term when used alone in the early stages of the Parkinson’s disease. When it is combined with carbidopa-levodopa it can be used by those in the later stages. It has side effects that mostly involve swelling of the ankles and also turning the skin color to purple (http://www.mayodinic.com).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   In every human beings body, there is the presence of coenzyme Q10 which is produced by the mitochondria. This enzyme is used in the transport of electrons so that they can gain energy from the oxygen inhaled. This is done in the process called cellular respiration. The levels of this enzyme are very low in those suffering from Parkinson’s disease. These people can therefore benefit greatly by having more of this enzyme which can only be done by taking supplements.   This then aids in helping slows down the onset of the disease and these supplements can be brought from a pharmacist.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Apart from the use of drugs, there are various surgeries that can be used to control the effects of the disease. One of the surgeries is pallidotomy which involves the destruction of a small bit of the globus pallidus. This is because it is overactive in those suffering from Parkinson’s disease. It is done by drilling a small hole in the skull and using an electric probe to do the destruction. It can only be done when the patient is sedated but awake so as the judge his or her reactions to stimuli. It is done on one side of the brain at a time and may be done more than once if necessary. Its side effects mostly involves impaired speech (http://www.fda.gov)   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Thalamotomy is another surgical procedure used in the control of Parkinson’s disease. It is only performed on those patients who are experiencing tremors in either the hand or the arm and these tremors become too severe to the point of disabling that person. It involves the destruction of a specific group of cells that are in the thalamus in the brain. It has been found to be successful in that it reduces or completely eliminates the tremors in around 90% of those who undergo the procedure (http://www.fda.gov).   There is also the presence of a gadget that can be equalized to the pacemaker used for cardio problems and is referred to as a â€Å"brain pacemaker† (http://www.fda.gov). This is a form of therapy is referred to as Active Tremor Control Therapy. It involves the surgical implantation of an insulated wire to the brain. It is placed in the thalamus region of the brain, the subthalamic nucleus, and also the globus pallidus area of the brain. It is referred to as a neurostimulator whose main task occurs in the process of a tremor occurring. The whole system includes three components which are: lead, extension and the neurostimulator. This system is referred to as Deep Brain Stimulation because it occurs directly inside the brain. A small hole is made in the skull and through it the lead is inserted into the brain. The lead is a very thin wire that is insulated. The tip of the lead is in contact with the area that has been targeted. Once it has been implanted, it is connected to the neurostimulator by the extension which is also an insulated wire (http://minds.nih.gov). The extension passes under the skin and moves from the head, to the neck, shoulder and finally to where the neurostimulator is located. The neurotransmitter is located either under the collarbone, in the abdomen or the lower chest area just directly under the skin. The neurotransmitter involves a battery pack that sends electrical impulses to the brain. This is done through the extension and finally the lead. When the person is undergoing tremors, he or she is supposed to pass a handheld magnet over the location of the neurostimulator. The electrical impulses that are sent by the neurostimulator work by blocking the electrical signals that are the cause of the Parkinson’s disease symptoms. These are dysfunctional brain signals and they are the cause of the tremors. This procedure is preferred because it does not destroy the nerve cells and hence when one wants to stop its use it is as easy as having the system surgically removed.   This is then makes it possible for one to use it comfortably especially as it has minimal if any side effects. This system has no reported side effects as yet as it only involves inserting and removing a piece of wire in the brain. Works cited Henkel John, Parkinson’s Disease: New Treatments Slow Onslaught of Symptoms U.S Food and Drug Administration 1998. Retrieved on 22 November 2007 from http://www.fda.gov/fdac.features/19981498.html Mayoclinic.com Tools for healthier lives Parkinson’s disease Treatment April 12 2007 Retrieved on 22 November 2007 from http://www.mayoclinic.com/health/parkinsons-disease/DS00295/DSECTION=8 National Institute of Neurological Disorders and Stroke NINDS Deep Brain Stimulation For Parkinson’s Disease Information Page last update Nov 19 2007 Retrieved on 22 November 2007 from http://www.ninds.nih.gov/disorders/deep_brain_stimulation/deep_deep_stimulation.htm U.S Food and Drug Administration Neupro Patch for Parkinson’s Approved May 14 2007 Retrieved on 22 Nov 207 from http://www.fda.gov/consumer/updates/neupro051407.html

The Illustration Style of Garth Williams :: Biography Biographies Essays

The Illustration Style of Garth Williams Several Laura Ingalls Wilder books were illustrated by Garth Williams. Williams was born in 1912 and died only a few year ago in 1996. During his lifetime he has illustrated more than sixty books for many well-known authors of children's books. He has also written and illustrated a few of his own books. In the following paragraphs you will read about the difference styles Williams used in Little House on the Prarie, by Lara Ingalls Wilder and Charlottes Web, E. B. White. Williams's style of illustration is simple with great attention to details that are not written out in the texts that the picture belongs to. He uses basic black graphite or charcoal to make his drawings for Wilder and for Charlotte's Web by E.B. White as well. In Wilder's, Little House on the Prairie, Williams illustrated an important event that contributes to a change, confrontation or celebration for the family. In the first few pages of the story Williams illustrated the dramatic good-byes the family receives from relatives and friends. Williams shows you a little bit of everything that is going on in the beginning in preparation for a long wagon trip. In the picture, the reader sees Pa and other men getting the horses ready to hitch to the wagon, as well as the families belongings packed in the wagon. One can also see by the lights and darks of the picture that it is still semi dark outside and probably fairly early in the morning. One can tell this by the glow of the lanterns that a few people are holding. Beyond the drawing of the wagon the readers is not able to see any facial expressions in this picture, but only their profiles of the people. In comparison to Charlotte's Web, many techniques are shared. The graphite or charcoal drawings are simple yet well detailed. A difference in the style of illustration in Charlotte's Web is that Williams has made the main focus of the pictures the facial features and expressions. If one were to look on page two of Charlotte's Web, when Fern is trying to stop her father from killing the baby pig, the reader can see that Pa is quite shocked by his daughters reaction to the killing of a new born animal. Williams adds a little more to the story than just what is written in the text.

Macromedia Dreamweaver Essay

The club will definitely need a web site which they can use to do a great number of things. Some of them are to attract customers and members, post up new events, provide customer support, make new members, submit it to search engines so more people can find out about it and so on. Cost is also a big factor to consider. Having a website is much cheaper than putting up an advert in a local or national publication. Some other advantages of having a website are reduced costs for printing and distributing services and sales information. Increase in customer base as new people learn about the club and its services. The hardware and software needed to make this site includes a web space on the net, a few good WYSIWYG editors for designing the pages like Microsoft FrontPage, Namo Web Editor or maybe Macromedia Dreamweaver and Fireworks depending on the club’s needs. Also you obviously need a computer with an internet connection to make, upload and view the site. The website will have different pages to the site like home, members, contact us, about, events, register and site map. Database: A database would be very useful for the club because currently they have a long list of members and their information and details all on paper. So a computerized way of storing, inputting, viewing and editing data would be extremely useful because it would increase the speed and efficiency at which the staff would view and input data. The database will store information including but not limited to: name, address, email, phone number and date of birth. The hardware which we will need is a computer for making the database and the program. The software which we will need to create the actual database file would be Microsoft Access or SQL Server, and the software which we will need to create the program which can access the database and provide methods for viewing and inputting data could be Visual Basic, Visual C++, Visual C# or any other programming language. We could just create the database and the interface both in Access but a good programming language offers a lot more flexibility and functions. Forms: This can prove to be very useful for the club because currently the club has all of its forms on paper. So with computerized forms, when members want to book a plane for skydiving, or want to enroll for summer bungee jumping classes then the staff can just input the data needed in a Microsoft Word template and print it for the member. The hardware which we may need is a computer for printing and inputting data in forms, printer for printing out forms and receipts. The software which we will need is Microsoft Word with a customized template for each form so the staff can just open Word and load the template so all the fields required would already be there, they would just need to fill them in. Printer: The club will definitely need a good color printer to print out all sorts of things like forms, receipts, posters, banners, leaflets and pictures. The club right now doesn’t have a computer or a printer so they cannot make any banners or posters to advertise their club or any new events or services. Also because they don’t have a printer they cannot print out forms and receipts so they have to right down the information for a receipt and then give it to the member or the customer which is very time consuming and inefficient. The hardware which we will need is obviously a computer to connect the printer with and to send data to the printer so that it can print the desired information. E-commerce: An e-commerce system would also be useful for the club if they want to sell their own extreme sports gear like snowboards, goggles, etc. Or things like Proudlie’s Xtreme t-shirts and caps to promote their club and make it more popular. An online shopping system would enable them a place where members or customers could go, get and purchase sporting gear online. A link to the catalogue would be added to the main website. The online shop would also enable PXtreme to make a lot of extra money which they could use to improve their services. Programs we might need for this could be editors like Microsoft FrontPage or Namo Web Editor. The hardware needed would be a computer with an internet connection to make, upload and view the site. Camera: A camera should be necessary for this club because if the club has a camera then it could do many things like take pictures from events and post them on the site for other members to view. The club could take pictures of the summer programs in action. It could take pictures of the club itself so that people know what it looks like and they might come and enroll for membership or it could take pictures of the staff so that they can post it up on the site in staffing section. With a camera they would be able to upload the pictures onto a computer and then it will be a lot easier for them to make posters and banners because they would be able to insert the club’s pictures in them. The hardware needed would be a computer to upload the pictures on and then print them if needed, and the software required to upload photos will come with the camera. Staffing: The staff in PXtreme is made up of 5 people: the founder, the president, the vice president, secretary and the treasurer. This is the board of directors. These people will be running the club for the next 4 years and they have just been elected by the members of the club apart from the founder who will be looking after the club until he retires. The staff gets a very small salary and this isn’t their full-time job, they have another job besides running the club. These people are running PXtreme just because they love sports. Each person is looked at in detail below. Founder: The founder of this club is Ozzy Kumar who has been with the club ever since it was made. Ozzy grew up in Yorkshire but moved to Hong Kong for financial reasons. He studied in Leeds University and finished his masters in computer science and graduated with first class honors. He doesn’t do much except for making sure that his club is running fine without any problems and is making lots of profit. He is obsessed with extreme sports like snowboarding which is why he opened up this club. He isn’t directly involved with anything going on in the club but he was the one who hired the four people below. President: The president of Proudlie’s Xtreme is Jenice Whitehouse. She grew up in London, driven by her love of history she went on to Bristol University to complete her BA. Jenice is the head of staff and she is the one who comes up with new events, services, makes sure that the staff is doing its job properly and makes sure that the club is running smoothly without any problems. She makes the big decisions for the club like when to buy new equipment and basically supervises everything which is going on. She knows every little nook and cranny of the club because she is always cruising around the club ensuring everything’s working well. The IT needs which would be useful to her would be the website which she would use when she wants to update any events or news. Vice President: The vice president of PXtreme is Robin Hampshire who helps Jenice Whitehouse with everything. He grew up in Scotland and studied in De Montfort University Bedford when he gained a BSC in sport science and a PGCE in Physical Education. He helps to make decisions and also it’s his job to decide what sports the club should provide and when and where the classes and training programs should be. He is never to far from the action and is always involved with all the activities going on. The IT needs which would help him would also be a website and he would use it when he needs to upload information about events and programs. Secretary: The secretary of PXtreme is Ivy Alba who really loves extreme sports and her role in the club is to handle all the paperwork. She is Korean but has lived in Hong Kong. She studied in Newcastle for a BA in Sports Studies followed by time at the University of Exeter, St Luke’s College where she gained her PGCE. She also has to keep track of all the members’ information and details. She is the one who signs up new members and she also handles any phone calls to the club. Ivy is very good at art so she has been assigned to make small posters and leaflets informing members of new events. The IT needs which she would find useful are the database, forms and the printer. She would use the database when she wants to add new members to it or edit member info, and she would use the forms to print and give to the members. Treasurer: The treasurer of PXtreme is Jack Frost who grew up in Japan and is a graduate of Leeds University. Jack only loves two things in life: business studies and extreme sports. He is in charge of all the finance, the funds, revenues and taxes. He decides the membership fees and the fees for specific training programs or summer classes. He sees how much money comes in per month and handles the money accordingly. He decides what equipment needs to be bought. The IT needs which he would find useful would be the e-commerce system. He will figure out the pricing and cost of each product and handle the purchasing process.

Nursing Home Carez Advocacy, Inc Marketing Plan

MM522 Marketing Plan Of Nursing Home CareZ Advocacy, Inc. Sherry Y Montique December 11, 2011 Marketing Management 1. 0 Executive Summary Where would you want to live if you needed daily assistance? In your home, of course. Nursing Home CareZ Advocacy aims to be a guiding factor in transitioning you or your loved one into that new home. Nursing homes and assisted living facilities have become an indelible part of our health care landscape. These facilities provide 24 hour inpatient nursing and supportive care to residents whose disability or condition necessitate the availability of nursing care on an extended basis. It is estimated that over 40% of Americans will use one of these entities at some point in their lives. Nursing Home CareZ Advocacy, Inc is committed to helping people live better. Simply put our goal is getting the community the help it needs to care for the people they love. The nucleus is to educate the elderly population who are in transition from one phase of their lives to another. Through specialized training and experience, of the two personnel the operation of NHCA is to assist the unwilling aging and disable population with the unwanted transition of being admitted into a nursing home or assisted living community. Because this of life altering process can be deemed traumatic because of the unfamiliarity, many of the residents are confused and unhappy with the impending experience that lies ahead. Nursing Home CareZ Advocacy will be there to walk the resident and families through this process with as less stress as possible as they adjust to their new home with as much pride and knowledge possible. As the services of NHCA are uncharted there will be critical issues to overcome however; to ensure that the business is successful Nursing Home CareZ will create an aggressive market strategy to include direct marketing, networking, and creating community relationships to continually garner referral sources. Staying on top of the ever changing needs of the aging population and following the Medicare and Medicaid regulations will keep Nursing Home CareZ aligned with the target market. Nursing Home CareZ Advocacy’s marketing mix will comprise the approaches of pricing, product, promotion and distribution. The 1st years start up cost to include the integrated marketing communication budget is $13,320. 00. Market research showed the need for this service because of the continual growth of the aging population and the inability of family members being able to take care of their loved ones at home. With this reality, long term care facilities will continue to be the place required to provide the care to our seniors and persons with disabilities or short term medical care. The marketing plan will assist NHCA in the following areas to gauge performance: * Revenue and Expenses monthly * Customer satisfaction * Success of community involvement and relationship building Nursing Home CareZ Advocacy, Inc. will position itself as the premier first line of contact to long term care transition. The positioning will ensure leveraging to gain a competitive edge in the industry with knowledge, integrity and a passion to help others. NHCA, expects to become profitable by the end of the 1st year, and has projection of $240. 000 in gross revenue for year two. 2. 0 Situation Analysis: Nursing Home CareZ Advocacy Inc. time line for inception is immediate, with a targeted goal of 6 months to 1 year. Issues facing the successful creation of this company would be the lack of education and knowledge of long term care and regulations, laws, rights and processes of Medicare and Medicaid. The community partners could contribute to the critical issues if social worker and community case managers and such failed to refer potential consumers to the company for services. However, the management skills, experience and vast knowledge base of NHCA, Inc. will provide a solid base for the target market to have a successful transaction into any long term care facility. 2. 1 Market Summary In this century, the rate of growth of the elderly population (persons 65 years old and over has greatly exceeded the growth rate of the population of the century as a whole (U. S. Census Bureau, 2011). The elderly increased by a factor of 11, from 3 million in 1900 to 33 million in 1994 (U. S. Census Bureau, 2011). In the comparison, the total population, as well as the population less than 65 years old, tripled (U. S. Census Bureau,). Under the Census Bureau’s middle series projections, the number of persons 65 years old and over would more than double by the middle of the next century to 80 million (U. S. Census Bureau, 2011). According to the U. S. Census Bureau, it reported the aging population of persons 65 years and older, numbered 39. 6 million in 2009. They represented 12. 9% of the U. S. population, about one in every eight Americans. By 2030, there will be about 72. 1 million older persons, more than twice their number in 2000. People 65+ growth will report as 19% of the population by 2030. (U. S. Census Bureau, 2011 and Administration on Aging, 2011) Today’s census reports that the total US population in 2010 was 308, 745,538 up 9. 7% from 2000. Of that number 13. % are persons 65 years and older. This is makes up for more than 50% of the adult population. The Census Bureau projections seem to be heading in the right direction. (U. S. Census Bureau, 2011) Shirley Chisholm once said, â€Å"Service is the rent we pay for the time we live on this earthâ€Å". (Women’s History, 2011) Changes in Social Security, Medicare and Medicaid may force older adults to ma ke unforeseen changes in their lifestyle in order to remain independent. Long term care is an option that most dread due to the lack of affordable and accessible placement options available to them. Today, almost 80% of Americans are living beyond the age 65. Forty percent of Americans age 65 or older will require Long Term Care before death (McMahon, 2009). With this impending implosion in growth of baby boomers, nursing homes and assisted living will continue to be the option for ongoing care of our elderly. As families are forced to place their loved ones into nursing homes and assistant living facilities, there is so much to take in and they will need to have a full understanding of their options in this transition. Nursing Home CareZ Advocacy, Inc. ill be there to assist those residents and family members with understanding the woes of the transition into their new life and hold their hand through the process. 2. 2 SWOT Analysis Strengths: * 20 years in the health care industry with 10 years of strong middle management experience * 5 years in the long term care industry as a Business Office Manager * Vast knowledge of what is needed for successful transition/admission and s tay at nursing homes * Strategic alliance with hospital case managers, social workers and community agencies and lawyers * In house Notary Public Strong knowledge base of existing governmental regulations as they relate to long term care Weaknesses: * Company has no brand recognition * Owner has very limited experience as a full time advocate in this field * Low to no financial capital; limited startup funds * Owner is not a licensed social or case worker * In home startup business * No establish network connections for community resources Opportunities: * Expand business to cover larger geographical area * Possible growth potential to bring on employees based on need and experience * Find location and create building space to accommodate larger client base * Potential growth through use of social media and client referrals * Potential contract/ referral source with existing long term care facilities to act on their behalf Threats: Recessionary economy means the potential clients may not be willing to spend * Target market financial resources may hinder their ability to seek the services of the company * Competitive market of existing adult and aging services may prevail because of brand name * Governmental rules and regulations may change and the need for advocacy may diminish * Nursing homes and assisted living organizations may employ staff to provide the same services 2. 3 Competition The Department of Health and Human Services under the guidance of the Security of Health and Human Services, created Medicare and Medicaid programs with grant funding to assist families of all ages to live and survive on a dignified level. With our aging population, the need to focus on their care came to the forefront, so Medicaid State programs were created to pay for home health services including skilled nursing care, home health care, personal care, chore services, and durable medical equipment. (Center for Medicare & Medicaid 2011) The target market can qualify for Medicaid in order to receive the following services through the referral source of Aging and Adult agencies. Depending on the needs of an individual, the target market may receive help with personal needs such as bathing, dressing, cooking, and cleaning from a home health agency while at home with family members. Because of certain insurance guidelines, licensed healthcare workers can only give these skilled nursing services and other medical services. Skilled nursing care ncludes services and care that can only be performed safely and correctly by a licensed practical nurse (LPN), registered nurse (RN), or physical therapist. Most seniors and families are unfamiliar with these types of services and do not have a clue how to obtain them. That is where organizations such as those listed below come into play. Aging and Adult Services, located in Norristown, Pa offers their services to the residents of Montgomery County Pennsylvania, is one of the compe ting agencies that Nursing Home CareZ Advocacy, Inc. (NHCA) has to contend with. AAS offers many different services to the senior market such as care management, family caregiver support program, domiciliary care, nursing home transition, and protective services to their clients. 2 services that AAS provide which are direct threats or competitive to the existence of NHCA are the Information and Referral (I&R), and Comprehensive Geriatric Assessment, and Pre-Admission Assessment services collectively. These services assist the community with the pre-knowledge base of the potential admission into nursing homes or assisted living facilities. The Information and Referral service attempts to link consumers with appropriate resources. I & R are available to the consumer by calling or visiting any of their agency’s five offices. (MCAAS. montcopa. org 2011). The Comprehensive Geriatric Assessment and the Pre-Admission Assessment services offer the consumer assessments to determine whether they are appropriate for placement into long-term care facilities and at what level. With these services Aging and Adult can then refer the consumer or their loved ones or families to nursing facilities in their geographical areas. They then can provide them with a list of items that will assist them with this new change in their life style or transition. (mcaas 2011) COSA is the other agency that will be a threat to NHCA as it provides very similar services of Aging and Adult but, to the consumer or residents of Delaware County, Pennsylvania. Their mission/goal is to provide or enable senior citizens to maintain their independence and dignity, while living on their own with community resources available to them. (COSA 2011) COSA receives federal and state funding because they serve as Area Agency on Aging. COSA is slight different from Aging and Adult services because their main goal is helping the senior population to remain in their home as long as possible, even when they are eligible for nursing home care. They are encouraging the families of the senior to help provide the care that is needed in a home based as opposed to in a long-term care facility. COSA is an informational resource service for person of any age needing assistance on benefits and services available to the older person. COSA 2011) With each of these two organizations services they offer many community based services for seniors and their families, but with Nursing Home CareZ Advocacy Inc. , it will provide the personal one on one care that the resident and family need to make the transition into the nursing home or assist living. Nowhere in the market research was it uncovered that this type of service is offered or provided with Aging and Adult or COSA. Now, is there a possibility that there is a potential for th is service to one day be added, yes. However, the target market is plentiful enough to allow for this. The population of the aging adults continues to grow which will allow for the need of referral resources, which the aging and adult program will continue, just as NHCA can expand and grow with the population. With researching potential competition to this new company, it was found that The Centers for Medicare and Medicaid Services (CMS) in association with Office of the Assistant Secretary for Planning and Evaluation (ASPE) sponsored the Nursing Home Transition Demonstration Program which is designed to provide transition options to nursing home residents who wish to move back into the community. The grant funded service was given to 12 states in 1998 with Pennsylvania being one of the state’s fortunate to participate. (ASPE. HHS. gov 2011) This type of service is not considered a threat to the organization however, it is very similar but works on the back end of residents that are living in nursing homes or assist living. These are great resources to return into the community to continue to live happy and productive lives. 2. 4 Product (Service) Offering Nursing Home CareZ Advocacy, Inc. s an independent company that will be there to assist those in need of understanding the process of being admitted into a long-term care facility. This process is considered life altering and many people are confused and unhappy about what is about to happen to themselves or their loved one. Services being offered are designed to help alleviate the stress of dealing with the pressures of this change. The service will assist families and the target market while transitioning and adjust ing into a new phase of life. There are many questions and situations that come with moving into long term care nursing and often the families and residents are not prepared and need someone to hold their hands during this process. Families of newly admitted residents into nursing homes, find themselves unknowledgeable of what to expect and thus unprepared to place their loved one in the home. Because of this they make decisions that could backfire and cause damages or add additional stress of the move. Some families have a power of attorney, some are guardians and some are just the family and they are not sure what they can and cannot do for their loved one. Through extensive research it was determined; there is a need for this service. Experience and working practice of the potential owner of NHCA revealed the need was great and something was missing from the target markets’ transition process into the long term care facility. Intervention was required to assist the consumer so the business solution was created. As the Business Office Manager of a nursing home, the target market and families come into the facility with questions as to the appropriate way of handling the admission process according to the guidelines and rights set by Medicare and Medicaid. The major concern often that residents and families have is related to the financial aspect of being admitted into the long-term care facility and how to handle the legal process. Nursing home admission personnel and the social workers of the hospital are often unknowledgeable of this aspect and cannot provide the correct answers. When the medical need for a person to transition into a nursing home or assisted living has been determined, the referral process beings by searching for an appropriate facility based on the need of the resident. One factor that comes up in the search is the cost of the facility and most importantly, who will pay for this stay? This question can easily be answered with throwing out numbers or by saying; â€Å"you will not have to pay for a thing, your health insurance will cover it†. Well, the truth is, that is not totally correct. This is where the expertise of Nursing Home CareZ Advocacy, Inc. ill come into play. Explaining this process in detail and walking the client through the steps is a part of the benefits of the company. There is more to transitioning into a long-term care facility, then health insurance. The consumer has to have an assessment done to determine if the resident was appropriately placed and for how long. Once this happens then the resident can be made a ware of the financial responsibility. There may be internal personnel that can assist residents and families with this information, but they can only intercede to such level, because it becomes a conflict of interest. Nursing homes can only assist to a point without affecting the rights of the resident. With NHCA, the resident will have the personal care of someone being there to help gather all of the necessary items, to make the stay at home successful. This would not be limited to, use of a notary public a minimal or no cost. Direction and assistance on completing Power of Attorney request. Help with completing the Medical Assistance Long Term Care grants and gathering of the documents needed to ensure eligibility of the grant. Residents often require a guardian over their person and medical needs and NHCA can assist with locating attorneys to assist with this process. Some of the target market have homes or apartments in the community and they are assessed as appropriate to return to the community after a short stay in the home and they are unsure of how to handle the payment of household bills while in the nursing facility, NHCA services can explain the most helpful way of approaching this obstacle by contacting those vendors and arranging the most appropriate solutions. Listed below are some examples of the services Nursing Home CareZ Advocacy Inc. will provide, to the target market: * Medicaid long term care grant application completion assistance * Notary public * Financial Management assistance * Power Attorney guidance * Guardianship Process assistance * Hands on assistance with documentation gathering * Notification to community vendors of residents’ inability to pay * Assistance with selling of home in the community and placement of personal possessions * Personal banking assistance Assistance with setting up transportation for personal needs outside of nursing facility * Referral source for family services to cope with the stress of loved ones being in the home * Attend resident medical care conferences with the family to provide additional support * Referral source to personal care aides while in nursing facility * Home Modification assistance (designed for return back home to community) * Question filtering (provide answers to all qu estions or direct to local answers) When doing the market search development, it was discovered that this need was not totally being met. Two examples were: Rosemarie has a sister who recently entered into a nursing facility and the sister has a trust fund that determines her to be a private pay resident for about one year. Towards the end of the year, Rosemarie will need to complete a Medicaid application for her sister and she truly was confused as to what was needed and the steps to follow in completing the application. She requires assistance to complete the application and she had many questions. The nursing facility was only able to assist to a certain degree, but Rosemarie still needs help. This is where Nursing Home CareZ Advocate Inc. could assist Rosemarie to help her sister to continue to receive the care she receives and deserves while in her nursing home. Another, example is Virginia. Virginia has been admitted into a nursing home with her medical insurance as her primary payer source. The consumer was given the information that her insurance will cover the stay in the nursing home for the entire time. The resident found out that the information was false. The health insurance decided to stop paying in the middle of the stay. The consumers’ personal finance was not as those of Rosemarie’s sister. Virginia did not have the money and thus she needed to apply for a Medical Assistance grant for the nursing home. She also did not understand her responsibility and was not comfortable with the staff of the nursing home to provide her with the correct information for her benefit. Again, this would be a great opportunity for her to utilize NHCA, an outside neural party, to walk her through this process while providing her comfort in knowing she is secure in making her decisions. 2. 5 Keys to Success For Nursing Home CareZ Advocacy Inc. to be successful, the company must continue to stay on top of the ever changing needs of the aging population. The Centers for Medicare and Medicaid regulations are very important to the viability of long-term care services and NHCA must be able to provide services that align with the rights of said target market. This being said means, having a vast knowledge of the regulations and the rights of the consumer once in the nursing facility. The main selling point is being available to answer any and all road blocks that the target market may encounter. Having the resources and referral knowledge is a critical piece to the success of the business. The competition provides a huge referral base to the target market, so NHCA will need to keep the networking window open to expand the knowledge offering. Another factor NHCA will need to be success is to maintain a high level of ethics, trust and moral character while working for and with the target market. The aging population came from a time when your work ethics and your loyalty meant something. Nursing Home CareZ Advocacy Inc. ill be based with the desire to help the target market of the aging population and make the transition and stay in the long term care facility as comfortable as possible and stress free as possible. Communication will be another key factor to success. 2. 6 Critical Issues Nursing Home CareZ Advocacy Inc. as a service based company will need to do the following items to get the word out and advertise its’ benefit to the potential target market, the aging population. The marketing strategy will begin by utilizing the internet by creating a web page describing the company’s service ability. It will also utilize networking with nursing homes, assisted living facilities, and continuum care facilities, local hospital social workers and community case workers, community event planning, in-services’, visits to senior centers and adult day centers, and by creating relationships with the community areas on aging referral agencies. 3. 0 Marketing Strategy The key to the marketing strategy is to focus on meeting the needs of the elderly persons, persons requiring inpatient long term care needs and the families who love them. The children would like what is best for their parents and loved ones along with peace of mind, and relief from guilt while assisting them with the transition into long term care nursing. Nursing Home CareZ Advocacy, Inc can provide this service to them and more while ensuring their loved one maintains their existing quality of life, dignity, respect and pride. NHCA is able to address the questions and concerns of the market segments because, of the compassion it possesses and the vast knowledge foundation of long term care services. . 1 Mission Statement Nursing Home CareZ Advocacy, Inc is committed to helping people live better. Simply put our goal is getting the community the help it needs to care for the people they love. The nucleus is to educate the elderly population who are in transition from one phase of their lives to another. Founded in 2011, NHCA’s vision is to provide assistance, guidance and knowledge to the desires of long term care bound individuals. Nursing Ho me CareZ strives to challenge the perceptions of long term care. The NHCA team passionately pursues excellence, and accountability in providing future residents and families the tools necessary for a happy, healthy and productive life in the nursing facility. With the goal of arming the clients with the knowledge required to promote independence and self-esteem, the Nursing Home CareZ Advocacy team will help people live better lives, one life at a time. Values are fundamental to every organization’s success. It is with this in mind that Nursing Home CareZ Advocacy, Inc will effectively demonstrate the core values of respect, integrity, pride, compassion, responsiveness and dignity. These principles will guide the actions and foundation of its existence. We strive for a nurturing atmosphere that encourages this organization as it ensures these values are touched by all in the community it serves. 3. 2 Marketing Objectives * Build Nursing Home CareZ Advocacy, Inc Name Recognition in the community and among referral sources. * Become #1 choice among referral source with assisting families in transitioning into assisted living or skilled nursing services * Focus on relationship marketing techniques Develop/implement marketing ideas to increase professional referrals * Inform target audience (those needing immediate in-patient nursing care) about features and benefits of our product and its competitive advantage, leading to a 10 percent increase in sales in one year. * Develop campaign/program to build the Nursing Home CareZ Advocacy brand consisting of (but not limited to) special events and relationship-building tactics. * Increase a steady stream in marketing pre sence * Maintain positive and strong growth each quarter (based on hospital and assisted living census) 3. 3 Financial Objectives * Raise adequate funding for start-up Begin development implementation for the on-going funding needs of years two and three * To acquire 60 to 70 clients/potential residents within the first six months of start-up * Increase the profit margin by 1% per quarter (based on hospital census) through effective marketing relationship with community based organizations To fund the start up cost Nursing Home CareZ Advocacy has secured a low interest loan for $20,000 and pulled personal finances of $10,000. One of the largest items that NHCA will acquire in the start of the start-up budget is a computerized medical records system to track the client base. The other start-up needs are minimal in cost and can be managed. The cost for each client to receive services from NHCA will range $250. 00 for minimal services to $1000. 00 for full service. A successful first year would bring in $120. 000in revenue. In order for NHCA to meet the goal of the first six months target of $60,000, the client base will need to be at least 60 residents at $1,000. 00 per case. However, the business would be on track for its goals if the six month mark would come in at $45,000. That would allow for 10 clients at $750. 00 per case. If the business begins on this track, the target goal of 1% in the 3rd and 4th quarter will be met. 3. 3 Target Markets The overall populations we wish to serve are older people (65 and older), in need of daily assistance, who value community and the contributions of their peers. According to the US Census Bureau the 2010 census poll reported persons 65 years and older to be 1,959,307. (US Census 2011) â€Å"The percentage of the population over 75 is growing rapidly, thanks to better nutrition, preventative health care, and living conditions in our country over the course of the last century, not to mention the Baby Boomers. At the same time, the increasing kinds of career opportunities for women, and the growing cost of health care, have contributed to a nursing shortage which threatens the quality of professionally-provided elder care. † (Bplans – 2011) â€Å"Almost half the workforce today is female, meaning that most workers male and female have no one at home to provide care to older ailing or infirm relatives. † (Bplans 2011 – â€Å"Moen and Yu 2000†) As families are forced to place their loved ones into nursing homes and assistant living facilities, they will need to have a full understanding of their options in this transition. The Census analysis of the 20 mile-radius of the business base area indicates a large concentration of individuals over 65 years of age (38. 5%). This target area will include a cross over into two adjoining counties; Montgomery County and Delaware County. This is a combine population of the 1,388,853 county residents in Pennsylvania. Total population in Montgomery County in 2010 was 799,874. Demographics include 79. 0% Caucasian; 8. 7% African American, 6. 4% Asian, 4. 3% Hispanic or Latino and 2. 0 % of persons reported as other race or two or more races. 51. 5% of the population was female. 8. 5 were male. 26. 1% of the target market lives alone and 9. 95 living with others (family members). The age breakdown of seniors is 60-64(4. 0%), 65-74 (7. 4%), 75-84 (5. 5%), and 85 years and older (2. 0%) totaling 165,924 persons. (US Census 2011) Total population in Delaware County was 588,979 in 2010. The demographics include 14. 3% persons were 65 years and older. The age breakdown for seniors is 60-64 (5. 3%), 65-74 (6. 7%), 75-84 (5. 1%), and 85 years and older (2. 5%) totaling 109,394 persons. 52. 1% was female and 47. 9 were male. 72. 5% of the population was white; 19. % was African American; 4. 7% was Asian; 3. 0% was Hispanic or Latino and 2. 2% was persons of other races. Median household income in 2009 was $61,848 and home ownership was 72. 2%. Persons below poverty level reported at 9. 3%. Persons aged 25 years and older with graduate degrees reported 34. 4%. 27. 4% of the target market in Delaware County lives alone. (US Census 2011) Of the 275,318 potential target market needing the services of Nursing Home CareZ Advocacy, has been reduced by 60% given the factors of persons healthy enough to care for themselves and having family member to care for them. The number becomes 96,361 persons 65 and older in both counties. This number may appear low but in actuality it is significantly high. These people will need nursing home care or already receive care base on their medical needs. The target market of 96,361 can become potential clients/customers in need of answers and solutions to the process of admittance into a long term facility. Of these potential clients who live in sub-counties which are within 12-16 miles of the home office, it is estimated about 35 %( 26,499. 28) will have the means $250 to $1000 ($68,333. 50 average Median income) to pay for the services. Based on the 2010 census data from US Census. com) The target market also refers to the influencer, the family member of the persons needing long term care services. An Adult child of the prospective resident, 35– 70 years of age, married with children, and lives nearby or in another city or state. He or she currently provides some assistance to the parent and their s earch for a long term care facility is prompted by an incident or recommended by healthcare professional. Their need is quick and they are usually on a schedule – most often come to us in a crisis mode. (phdmkt. om 2011) During the research process to zero in on the target market, it was discovered the market could be expanded to cover persons aged less than 65 years of age, because of the mounting need for nursing home services based on medical needs. Based on marketing conversations there are persons who live alone and are unable to care for themselves or require more than a home aid every so often to care for them. NHCA has the potential to expand the market base to include those persons. This market group could produce a quick turnaround by getting well faster and discharging home, thus allowing for new clients. Medical care needs will never cease and long term care needs will always be at a forefront therefore, Nursing Home CareZ Advocacy can easily develop a large client base and expand to more counties inside Pennsylvania within the next three to five years. 3. 5 Positioning Nursing Home CareZ Advocacy, Inc will position itself as the premier first line contact of long term care transition. This positioning will be achieved by leveraging NHCA’s competitive edge: existing industry experience and knowledge, integrity, community relationships, and a passion to help others. NHCA is a hands-on resource service that aims to assist the elderly population with transitioning into the long term care phase of their lives with ease and self respect. Dealing with health issues is worrisome as it is without having to enter into a nursing home or such, and not understanding all that is involved in the process. With the impending implosion in the growth of baby boomers, and unexpected medical needs, nursing homes and assisted living communities will continue to become an option of the future. With this being the case, the management team of NHCA will be able to use its vast industry knowledge, practice skills and personal passion for helping others to assist the clients gain the understanding required to help the transition into long term care become a difficult free and dignified occurrence. 3. 6Strategies The single most important objective of Nursing Home CareZ Advocacy, Inc is to position itself as the premier long care term advocacy informational provider, serving the elderly and medical needs targeted market even if they are not in the age bracket of the senior population. The marketing strategy of NHCA will focus on meeting the needs of the elderly persons, persons requiring inpatient long term care needs and the families who love them. The company will focus on creating customer awareness concerning what services are being offered, which will support in developing the customer base. The point that NHCA will seek to communicate to its target market is that it offers the best education and personal service to the elderly population who are in transition from one phase of their lives to another. Providing future residents and families of long term care the tools essential for a happy, healthy and productive life in the nursing facility is the primary goal. This message will be transpire through a variety of methods. The first will be the Nursing Home CareZ Advocacy Web site, which will provide a source of service information and offer the consumer the opportunity a free consultation to discuss their concerns. Time will be devoted into ensuring the site will provide as much information about the company, the owners, and its professionalism so the customer will come away with a since of comfort n knowing that they will be taken care of during this unexpected time in their lives. Other avenues of marketing methods will be local advertising. The target areas will be local nursing homes, community resource services, hospitals, senior center, and day programs and doctors offices. The goal is to leave brochures, business cards and leaflets with the social workers, office managers o r care workers of each entity. Information will also be sent out at the request of those who viewed the web site. The cost to produce the printed literature will be minimal as it will be on the need bases and much will be found on the web site. Another method will be the use of the social media. This is where the cost of advertising will be the least to non-existent. Social media sites of today have thousands of people on them and it will be a brilliant way of promoting the service and the company. Word of mouth will also be an excellent communicator. 3. 7 Marketing Mix Nursing Home CareZ Advocacy, Inc’s marketing mix is comprised of the following approaches to pricing, product, promotion, and place/distribution. Pricing – The pricing strategy used by NHCA is a mix between penetration and psychological pricing to capture a gain in the market share and once this is achieve the price will increase slightly. This will also be based on a sliding scale of financial qualification and the service needs of each client. When the idea was created it was determined that the focus was not on high profits, rather on serving the greater good and those who require assistance at living a more. It was mentioned that the cost for each client to receive services from NHCA will range $250. 0 for minimal services to $1000. 00 for full service. A successful first year will bring in $120,000. 00 in revenue. In order for NHCA to meet this target goal at the end of the first fiscal year, the client base will need to be at least 120 potential residents at $1,000. 00 per case. However, business would be on track to cover its expenses and still maintain a place in the market if at the end of the six month the rev enue is at $45,000. That would allow for 10 clients at $750. 00 per case per month. As the business grows, the revenue budget can increase to double in year two to $240,000. 0 which constitute additional 120 clients or more based on the service needs required. Place/Product – Nursing Home CareZ Advocacy, Inc will be a direct channel service provider. With the sensitivity of medical care and needs, which are private and personal in nature the market segment for NHCA, as consultant of services will be best suited at handling the distribution of service. Many of the clients will come through referral sources. The location of the company is a home office, set up to accommodate 2 desks, a conference table for 4 and seating for 3. The approach to potential clients will be hands on. After receiving the referral of a person requesting help or has concerns with transitioning into a long term care facility, they will be contacted via telephone to introduce the company, determine the need and set up a meeting. For those families that are unable to come to the office for a meeting, NHCA will go to them. Meeting the resident at the hospital or nursing home will never be an issue. Assuring the resident or family is extremely comfortable with the process is important. The outcome of success knows, the client has a full understanding of what happened to them or their loved one and the transition was smooth and done with dignity. Educating and empowering the client is a number one goal of NHCA and this will happen as the client is walked through the move. Once the client accepts the services of NHCA, the next step is answering all questions, assist with paperwork required for the admission process or with the Medical Assistance application based on financial need. A transition into a long term care facility can be nerve raking, confusing and full of anxiety for the strongest and healthiest person however, with that being said finances always becomes an issue. Past knowledge and statistics show that nursing homes or assistant living facilities have gained reputations for taking everything from their residents upon admission to their facilities. Educating and empowering the client on their rights and responsibilities is a number one goal of NHCA and this will happen as they are walked through the new phase of life. If the resident requires assistance with banking, guardianship or contacting community vendors, NHCA will be there to handle this for the resident or family member. Nursing Home CareZ Advocacy will assist the resident or family until all matters have been conducted and the residents’ stay is secure and free of financial concerns. IMC Promotion â€Å"Your way home is through our caring hands†. Nursing Home CareZ Advocacy will be dedicated to providing the highest level of quality service with compassion and commitment through exceptional standards for the aging population. It is the hope of NHCA, that the residents and families who seek assistance will receive thoughtful, quality care today and tomorrow. Integrated Marketing Communications Budget Quite a few advertising efforts will be used to promote the business. The marketing mix will consist of direct marketing, social media, the company’s web site and some advertising. Promoting the business will start with promoting myself as the owner and founder. Creating a bio to hand out to the local referral sources will begin the promotional stage of getting off the ground running. Exposing the business to Special Events, Open Houses, Healthcare Fairs, Senior Expos, etc, identify local groups, churches, senior groups, etc. nd build Nursing Home CareZ’ reputation as â€Å"source† for aging issues through seminars/lectures, and educate the local communities about senior living options. The promotional process will follow as: * Print advertising * Direct mail * Broadcast advertising on radio (or Internet sites or social media) Advertise by visiting the local hospitals, senior community centers, local churches, the area M edicaid public assistance offices and adult and aging organizations to introduce myself and hand out business cards, flyers or brochures. There is minimal cost in visiting with the exception of handing out business cards and brochures. Cost of purchasing 5000 business cards is $55. 00 and the creating custom brochures cost is $800. 00. Advertise on several of the social media sites to utilize the word of mouth affect. Face Book, Twitter, Blogs, Linked In, Biznik and on Craig’s List. The social media has been prone to take the smallest post and spread it like wild fire. Even though many of these sites are young than the target market target, they can still reach the families of the target market and those you may work in the industry of which NHCA is catering to. Advertise by hosting or attending several community events that are geared towards healthcare services. * Participation in community projects * Fairs – Health Fairs or Job Fairs * Give-a-ways of pens or pencils, and post-it notes * Coupons at the bottom of the flyers giving a 20% discount within a 2 month time span * Trade Shows – local convention centers host shows which the target market or family members attend such as arts and crafts, flowers, cooking lessons and pet shows. The cost of attending the community events will be $3000. 00. Most community fairs for free to participate as many are awareness driven. The cost to purchase custom pens, pencils and post-it note pads to distribute are as follows: 2000 pens $365. 00, 500 pencils $227. 00, and 500 post-it notes $230. 00. The coupons does not generate an expense and the cost of trade show for 2 days at 7 hours each day averages $2000. 00 Advertise in The Times Herald daily newspaper weekly newspaper and on the web viewer ship: 1/4 page 6 columns x 5† inch ad for 2 months, then monthly for two additional months. Cost: $1100. 00. Advertise in The Delaware County Times daily newspaper, weekly: 25 words per week for 12 weeks. Cost: $900. 00. The company’s website will be utilized to advertise and promote the business by informing them of the services. The target market will have basic information designed to peak their interest enough to want to place a telephone call to inquire further. Building the web site with the initial start up cost: $120. 00 Found a web designer and web host in one for a minimal cost. Steps taken to launch the web site are: submitting the website to search engines like Google, Ask Jeeves, and Bing and to web directories. Putting the website address in the email address, on the flyers, brochures, and on the business cards is the next step. By registering the company’s website for more than one year, will keep the search engines from classifying the company as a spam organization. Collecting and analyzing the data will assist in further developing the marketing strategy. Becoming a member of the Social Medias such as Face Book, Twitter, You Tube help strengthen the community relationship with the social workers of the hospital, assist living communities, and the referral based resources. Using multimedia devices on the website will assist in further interaction with the target market. The design of the website will be user friendly as the target market may or may not have experience with computers. 3. 8 Marketing Research As stated previously in this plan, the growth rate of the elderly population persons 65 years old and over has greatly exceeded the previous census predictions, an as they are getting older they are requiring more medical care. (U. S. Census Bureau, 2011). The elderly increased by a factor of 11, from 3 million in 1900 to 33 million in 1994 (U. S. Census Bureau, 2011). Today, almost 80% of Americans are living beyond the age 65. Forty percent of Americans age 65 or older will require Long Term Care before death (McMahon, 2009). Families are unable to care for mom or dad, aunt or uncle so the nursing homes and assisted living will continue to be the option for ongoing care of the elderly. In trying to determine if this service business would be a worthwhile endeavor, the owner sat down to asked a few questions with an existing nursing home administrator, wound care nurse, community case worker and a marketing director. As a result of the questions asked such as; can you tell me when families are approached at the hospital for discharge planning as their loved one just fell and fracture their hip, what is the attitude or knowledge base of what happens to the elderly in the home? The response was; ‘the first thing that came to the family members mind was abuse or neglect, or that the home was going to rob their mother or father blind. This comment is common to many who do not have a full understanding of what happens as their loved one transition into long term care. Another most important question is how or who will pay for my loved one to stay in the nursing home? Will her rights be protected and how much say will I have in the care of my parent or loved one? The last comments that came up, was the guilt the families feels when having to decide place the mother or father into a long term care home. As families are forced to place their loved ones into nursing homes and assistant living facilities, there is so much for them to take in; they will need to have a full understanding of their options in this transition. Nursing Home CareZ Advocacy has the good fortune of being affiliated with existing nursing homes and has an excellent work history and knowledge base to have recognized the issues current residents of nursing homes were facing. As a Business Office Manager for the last 10 years, the owner has the leverage of understanding the ins and outs of admission processes of long term care and the steps taken to make for a smooth transition. In the final decision process in this impending situation, the owner of NHCA also talk with case managers, county assistance office employees and several local attorneys’ who handle the guardianship processes on behalf of nursing home. All agreed, with positive feedback, there was a problem. An outside liaison is needed to assist residents and their families with coming to terms with their new home. By offering the service, it is allowing a sense of empowerment and a sense of peace. Transitioning into a long term care facility for these residents, with a knowledge base of what lies ahead and knowing their new home will truly be their home will make it all worth it. References 1. Advanced Marketing: One Stop for Newspaper Advertising. (2011). Retrieved from https://www. le-services. com. 2. Center for Advocacy for the Rights and Interests of the Elderly (CARIE). (2011). Help for People in Nursing Homes. Retrieved from http://www. carie. org/programs-services/advocacy-services/help-for-people-in-nursing-homes 3. Center for Medicare and Medicaid Services. 2011). Nursing Homes Overview and Payments 4. Delaware County Office of Services for the Aging (COSA). (2011). Retrieved from http://www. co. delaware. pa. us/depts/cosa. html 5. Department of Health & Human Services: Administration on Aging. (2011). Aging Statistics. Retrieved from http://www. aoa. gov/aoaroot/aging_statistics/index. aspx 6. Eiken, S. & Heestand, A. (2003). Pennsylvania Transition to Home Program . Retrieved from http://aspe. hhs. gov/daltcp/reports/2003/PAtrans. htm 7. Green Leaf Health Care Assisted Living. (2011). Professional Healthcare Development Marketing Plan. Retrieved from http://www. phdmkt. com/images/sample%20marketing%20plan%2007. pdf accessed 8. Keller, K. & Kotler, P. (2009). Marketing Management. Pearson Prentice Hall: Upper Saddle River, NJ 9. Lewis, J. (2011). About Women’s History: Shirley Chisholm Quotes. Retrieved from http://womenshistory. about. com/od/quotes/shirleychisholm. htm 10. Marketing Plan Objectives and Strategies. (2011). Retrieved from http://www. smallbusinessnotes. com/starting-a-business/marketing-plan-marketin

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