CASE PLEASE READ:
Chief complaint: “ My right great toe has been hurting for about 2 months and now it’s itchy, swollen and yellow. I can’t wear closed shoes and I was fine until I started going to the gym”.
HPI: E.D a 38 -year-old Caucasian female presents to the clinic with complaint of pain, itching, inflammation, and “yellow” right great toe. She noticed that the toe was moderately itching after she took a shower at the gym. She did not pay much attention. About two weeks after the itching became intense and she applied Benadryl cream with only some relief. She continued going to the gym and noticed that the itching got worse and her toe nail started to change color. She also indicated that the toe got swollen, painful and turned completely yellow 2 weeks ago. She applied lotrimin AF cream and it did not help relief her symptoms. She has not tried other remedies.
Denies associated symptoms of fever and chills.
PMH: Diabetes Mellitus, type 2.
Surgeries: None
Allergies: Augmentin
Medication: Metformin 500mg PO BID.
Vaccination History: Immunization is up to date and she received her flu shot this year.
Social history: College graduate married and no children. She drinks 1 glass of red wine every night with dinner. She is a former smoker and quit 6 years ago.
Family history:Both parents are alive. Father has history of DM type 2, Tinea Pedis. mother alive and has history of atopic dermatitis, HTN.
ROS:
Constitutional: Negative for fever. Negative for chills.
Respiratory: No Shortness of breath. No Orthopnea
Cardiovascular: Regular rhythm.
Skin: Right great toe swollen, itchy, painful and discolored.
Psychiatric: No anxiety. No depression.
Physical examination:
Vital Signs
Height: 5 feet 5 inches Weight: 140 pounds BMI: 31 obesity, BP 130/70 T 98.0, P 88 R 22, non-labored
HEENT: Normocephalic/Atraumatic, Bilateral cataracts; PERRL, EOMI; No teeth loss seen. Gums no redness.
NECK: Neck supple, no palpable masses, no lymphadenopathy, no thyroid enlargement.
LUNGS: No Crackles. Lungs clear bilaterally. Equal breath sounds. Symmetrical respiration. No respiratory distress.
HEART: Normal S1 with S2 during expiration. Pulses are 2+ in upper extremities. 1+ pitting edema ankle bilaterally.
ABDOMEN: No abdominal distention. Nontender. Bowel sounds + x 4 quadrants. No organomegaly. Normal contour; No palpable masses.
GENITOURINARY: No CVA tenderness bilaterally. GU exam deferred.
MUSCULOSKELETAL: Slow gait but steady. No Kyphosis.
SKIN: Right great toe with yellow-brown discoloration in the proximal nail plate. Marked periungual inflammation. + dryness. No pus. No neuro deficit.
PSYCH: Normal affect. Cooperative.
Labs: Hgb 13.2, Hct 38%, K+ 4.2, Na+138, Cholesterol 225, Triglycerides 187, HDL 37, LDL 190, TSH 3.7, glucose 98.
Assessment:
Primary Diagnosis: Proximal subungual onychomycosis
Differential Diagnosis: Irritant Contact Dermatitis, Lichen Planus, Nail Psoriasis
Special Lab:
Fungal culture confirms fungal infection.
QUESTIONS TO ANSWER:
As an NP student, you need to determine the medications for onychomycosis.
1. According to the AAFP/CDC Guidelines, what antifungal medication(s) should this patient be prescribed, and for how long? Write her complete prescriptions using the prescription writing format in your textbook. EXAMPLE of prescription
Prescription:
Vital Medical Center
8300 West Flagler ST suit: 170
Miami, Florida 33144
305-205-0356
INITIALS. ARNP
Patient Name: Raul Mendoza DOB:00/00/0000
Terbinafine (250 mg tablets)
Disp: 90 tablets (ninety)
Sig: Take 1 tablet (250 mg) by mouth once daily for 12 weeks for Onychomycosis treatment.
No refills.
INITIALS, ARNP
Date: 05/31/19
2. What labs for baseline and follow up of therapy would you order for this patient? Give rationale.
REQUIREMENTS:
-ANSWER THE 2 QUESTIONS ABOVE IN AT LEAST 350 WORDS, WELL NARRATED.
-APA 6TH EDITION
-NO PLAGIARISM
– 2-3 REFERENCES
 
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What are three sales promotion strategies? Compare and contrast the three strategies and use one product to illustrate each strategy. Compare and contrast which strategies would be appropriate with each of the four major types of selling (trade, retail, telemarketing, and e-marketing). Incorporate concepts and examples from this weekâ€s lecture in your post.

 

Week Four Lecture

Alternative Marketing

Marketing venues used to be so traditional: we had three network channels, outdoor billboards, newspapers, magazines, and a few radio stations located in each market. Not true for today! Today’s marketer has to select from the traditional venues along with dozens of cable channels, satellite radio, and the Internet. The Internet alone adds selections such as smartphones, tablets, and social media. What is a marketer to do? How does a marketer begin to select a venue that has the highest probability of reaching the organization’s potential customers on a limited budget?

Today’s marketers have embraced a new method of communication; along with the traditional venues, marketers now also use alternative marketing tactics such as “buzz marketing, guerrilla marketing, product placements and branded entertainment, and lifestyle marketing” (Clow & Baack, 2012, p. 258).  Sometimes this is called “tradigital marketing” because the marketing strategy is a combination of traditional and digital venues. How does a marketer select a venue? Marketers will use the venue believed offers the highest probability of reaching their targeted market segments.

Our text does a very good job of describing buzz marketing, guerrilla marketing, product placements and branded entertainment, and lifestyle marketing. Buzz marketing is just like word-of-mouth marketing, except it has a far greater reach because of the Internet. Get people talking about your product. Get people telling their friends about your product. Finally, get the people to blog via social media about your product. Do you see how such word-of-mouth marketing travels around the globe? And . . . how much does this cost the organization? Nothing.    Word-of-mouth marketing continues to be the most influential marketing tool. Erik Qualman (2013) stated we have moved from word-of-mouth to literally “world-of-mouth” marketing all because of the Internet’s reach (p. 1). While guerrilla marketing and the other alternative marketing venues have an excellent chance of reaching the desired targeted market segment, nothing competes with the effectiveness of the “world-of-mouth.” Below is a discussion of consumer promotions, sales promotion strategies, and trade promotions.

Consumer Promotions

Consumer promotions are all around us in the form of “coupons, percent-off discounts, free trials and samples, buy one get one free deals, rebates, premiums, ad specialties, and contests and sweepstakes” (Kokemuller, para. 1). Although they are used to increase the sale of a product, their effectiveness in attracting new, long-term customers is usually the end goal. See this example of a consumer promotion done right with the target market in mind:

http://youtu.be/j_DSa15hmKc

Consumer promotions are the incentives directed to the end user (you). The end user could also be a business who consumes the product and does not resell the product. Organizations invest a significant amount of resources into sales promotion strategies that are designed to attract and engage the consumer to buy.

Sales Promotion Strategies

Sales promotions are activities that encourage buying on a short-term basis (Ogden & Ogden, 2014). Given this activity is implemented in hopes of increasing sales, what could possibly go wrong? Who does not enjoy increased sales? Table 6.1 (Ogden & Ogden, 2014) in our text lists the advantages and the disadvantages of sales promotions. Immediate sales are terrific and easy to measure, but those immediate sales are short term. The sales promotion may encourage the consumer to buy, but the company may be teaching their customers to wait for sales before buying. Finally, those sales promotions may dilute the brand equity of a product line and negatively impact its image. The Coach brand has been positioned as a luxury retailer for high-end purses and accessories. Coach products historically were purchased at high-end retailers; however, the company changed its strategy and began selling their products at factory outlets where consumers were given substantial additional discounts from the 50% pricing already in place (Trefis Team, 2014). While Coach was able to bring in customers who do not typically purchase high-end luxury items, the organizationâ€s overall project margin decreased as a result of the sales promotional strategy. Coachâ€s core audience has migrated to other high-end competitors such as Michael Kors and Kate Spade. Coach now plans to close 70 stores in North America (Trefis Team).

Trade Promotions

Unlike consumer promotions, trade promotions are used by the manufacturer or other members of the distribution channel to encourage the sale of an item that will eventually be resold (Clow & Baack, 2012). Trade promotions are business-to-business. A terrific venue for trade promotions would be a trade show. Trade shows are international, national, and local. One trade show is the Oklahoma Restaurant Association. Another local trade show is for the oil and gas industry held in Oklahoma City. Many vendors will set up a booth in hopes of meeting the decision makers of the restaurants. Sometimes this is the only way to get in front of senior managers or owners. The people who attend the trade show are somewhat relaxed because they are away from their business and the day-to-day operations issues. Vendors who sell food will hand out samples, and other vendors will hand out trinkets – it can be a very festive, happy environment.  Vendors will offer a discount on the purchase of equipment or waive an installation charge. Trade shows are a very effective way to meet decision makers and potential customers!

Forbes School of Business Faculty

References:

Clow, K. E., & Baack, D. (2012). Integrated advertising, promotion, and marketing communications (5th ed.). Upper Saddle River, NJ: Pearson Education, Inc.

Forbes (Mar. 23, 2011). Groupon’s second chance [Video file]. Retrieved from http://youtu.be/j_DSa15hmKc

Kokemuller, N. (n.d.). Consumer and trade promotions as marketing strategies. AZ Central. Retrieved from http://yourbusiness.azcentral.com/consumer-trade-promotions-marketing-strategies-2869.html

Ogden, J. R., & Ogden, D. T. (2014). Utilizing a strategic marketing approach to managing marketing communications. San Diego, CA: Bridgepoint Education, Inc.

Qualman, E. (2013). Socialnomics. Hoboken, NJ: John Wiley & Sons.

Trevis Team. (2014, July 1). Can Coach rebuild its brand image with new promotional strategies? Forbes. Retrieved from http://www.forbes.com/sites/greatspeculations/2014/07/01/can-coach-rebuild-its-brand-image-with-new-promotional-strategies/

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