Television advertising must be legal, honest,
clean, and truthful. In Hong Kong, there are a set of standards by which these
advertisements must comply with. Basically, laws on television advertising in
Hong Kong are more or less the same as that in other areas around the world.
Just as other laws, Hong Kong advertising laws prohibit improper advertising,
unfair promotion, and unreliable promotion among other things.
With the advent of globalization, innovation is
the key and the bases of staying on the competition. More new products are being
developed to replace products that have been with us only a few years (Trias de
Bes & Kotler, 2003). Sometimes, advertisements go beyond clean and truthful
advertising just so to stay ahead of the competition. What happens is that there
is usually disparagement. The advertisement would contain ideas that slander the
competitors. In Hong Kong, there is law against this.
Additionally, there are many
advertisements that contain misleading materials. Such is the case that happened
in the United States when a diet regimen advertised by the former Ana Nicole
Smith did not give out the results it guaranteed to the costumers. Although in
many countries there are laws against this, such as in Hong Kong, there is still
a lax in the implementation. There are still many advertisements that often
mislead costumers. There should be strict implementation of this law; aside from
misleading the customers, this could cost companies money when customers would
decide to file suit for a product that doesn’t work as it is advertised.
In the field of health care,
consumer behavior is being made into consideration when advertising. The
increase in consumer-directed advertising has helped to foster a health care
atmosphere in which it is the patient, and not the medical practitioner, who
initiates a discussion regarding possible drug therapy. Consumer-directed
advertising also has a profound impact on the doctor-patient relationship and
results in patients consuming drugs with attractive benefits and undisclosed
possible adverse reactions. This creates an increased dependence on prescription
drugs, and the falsified notion that there is a prescription drug to cure most
any condition (Holtz, 1998).
In Hong Kong and elsewhere in China,
cigarette advertising was banned even on television in February 1995, as part of
the Advertising Law. This ban is somewhat ironic, in light of the fact that
China represents the largest cigarette market in the world. While federal law
bans cigarette advertising, some manufacturers have resorted to using
promotional techniques on the fringes of the law. These promotions include
conducting giveaways at bars and nightclubs, putting up parasols bearing the
name of the product, erecting illegal billboards, and offering products in
exchange for used packs of cigarettes (Taylor & Raymond, 2000).
On the other hand, while Korea is one of the
largest and fastest growing markets in the world for tobacco, promoting tobacco
products is not allowed in broadcast media. In addition, no promotion or
advertising for tobacco products may be targeted to children or stimulate
excessive smoking. A warning stating that tobacco is bad for one’s health must
be written in Hangul, the Korean alphabet, on all wrappers of manufactured
cigarettes and on all sales promotion activities. While advertising on
television and radio are not allowed, sales promotional activities such as
distributing free samples of cigarettes are allowed. Cigarette advertisements on
billboards, through sponsorships, and in magazines are increasing (Taylor &
Raymond, 2000)
There is one study that compared services
advertising appeals between Hong Kong and the USA, and between experience
services and credence services. Information cues on physical attributes,
association attributes, and terminal values conveyed in 212 services ads were
analyzed. Services ads in the USA scored high on the quality cue, but much lower
in price and availability than their Hong Kong counterparts. In terms of
instrumental values, services marketers in the US emphasized traditional
heritage more than their Hong Kong counterparts. In terms of terminal values,
services marketers in the US were more likely to appeal to consumers’ health
than their Hong Kong counterparts. Other differences between the instrumental
values and terminal values between the two markets disappeared when the service
type is controlled (Ha, 1998).
In Hong Kong law, networks can refuse to air
advertisements if they have reason to believe that the claims are doubtful or
there is doubt on the advertiser itself. If for example, the company, product,
or service that should be advertised has never been heard of or does not have a
license, then the network can refuse to show the advertisement.
Recommendations
Learning is vital in the
success of a company’s strategy. To encourage and to make learning an integral part of management
technology, companies must lift their sights from the short term. To design
strategy, we must learn to search for and to identify patterns of change over
time. To practice strategy design and to act proactively, we should replace our
transaction-driven calculus with scenario analysis. Learning is not a luxury; it
is how firms create their own future. Creating the organizational capability of
and ambiance for learning will lead to a truly sustainable advantage.
Since marketing has two key concepts,
customer/clients acquisitions and maintenance of customers/clients.In the
context of marketing, learning is a result of information received through
advertising or other publicity or through some reference group or other (Keith,
1990). In order to have an effect on motives or attitudes, Trap-ease America
must implement marketing effort and associate the product with positive drives
and reinforcing messages.
Understanding and adapting to legal
regulations across cultures is a challenge facing many multinational businesses.
Laws vary and regulations that often must be translated may contain ambiguities
that are difficult to interpret. Adding to the difficulties for foreign
marketers is the presence of self-regulation and voluntary compliance in some
countries. These concerns are particularly true in emerging and previously
protected markets.
References
Ha, L. 1998. Advertising Appeals Used by
Services Marketers: A Comparison
Between Hong Kong and the United States.
Journal of Services Marketing Vol12 No2.
Holtz, W.E. 1998. Consumer Directed Perception
Drug Advertising: Effects on
Public Health. Journal of Law and Health 13.
Keith R. F. 1990, “The Marketing Revolution”,
Journal of Marketing: Vol. 24, pp.
35-38.
Taylor, C.R. & Raymond, M.A. 2000. An Analysis
of Product Category
Restrictions in Advertising in Four Major East
Asian Markets. International Marketing Review.
Trias de Bes, F. & Kotler, P. 2003. Lateral
Marketing: New Techniques for
Finding Breakthrough Ideas.
Wiley.
Ways to Prevent Medication Administration Errors
The table below can help serve as a guide for nurses in avoiding errors
in medication administration.
PRECAUTION
RATIONALE
Read medication labels carefully.
Be aware of medications with similar names.
When new or unfamiliar medication is
ordered, consult resource.
Do not administer medication ordered by a
nickname or unofficial abbreviation.
Do not attempt to decipher illegible
handwriting.
Know patients with same last names. Also
have the patients state their full names, or ask their families if you
cannot talk to the patient.
Many products come in similar containers,
colors, and shapes.
There are many medication names that sound
alike.
If prescriber is also unfamiliar with the
drug, there is greater risk for inaccurate being ordered.
Many prescribers refer to commonly ordered
medications by nicknames or unofficial abbreviations.
When in doubt, ask the prescriber. Unless
nurse questions order that is difficult to read, chance of misinterpretation
is very high.
It is common to have two or more patients in
the hospital with the same or similar last names. Special labels n a
medication book can warn off potential problems.
Risk Management Process and Action Plan
Mental
health nursing is a profession in which “genuine human to human connection
should be of particular interest and priority” (Mohr, 1995, p. 365). The
identity of mental health nurses should be continually sought and defined in the
relationship. However, it has been argued that mental health nursing is in
danger of losing its identity if mental health nurses become puppets and just
simply imitate psychiatry’s footsteps, particularly after the field of
psychiatry has debated the wisdom of an exclusive focus on explanations and
treatments in the realm of biology (Raingruber, 2003).
The action plan should also include how as a
registered mental health nurse I was able to educate my patients and their
families. First it is important that as a registered mental health nurse I am
aware of nursing theories that are applicable to the mental health patient. One
such theory that is important is the preventive theory. Preventive theory as
developed by Caplan (1964) has three dimensions: primary, secondary, and
tertiary. Primary prevention emphasizes health promotion and prevention of
disability or disease. Education is the principal vehicle for this kind of
prevention. Early case detection and prompt treatment if disease occurs
constitute secondary prevention. Tertiary prevention refers to minimizing the
severity and residual effects of the disability or disease. Rehabilitation is
the principal method for this kind of prevention.
Certain social, political, and
economic actions on behalf of a patient’s mental health are inherently
compatible with professional values, and should be considered by all mental
health nurses. Nurses can be excellent participants and leaders on community
action boards, bringing to them special healthcare system knowledge.
Corporate Level
Various health groups in different
countries have set up policy and health program developments, and strategic
goals in relation to minimizing risk for errors when it comes to medication
administration. Various health services and agencies have come up with a
clinical guideline for medication administration risk assessment and prevention
of errors.
The answer
to reducing the prevalence of medication administration errors lies not in
implementing any one strategy, but in providing an institution-wide prevention
program. Assessments need to be repeated regularly throughout a patient’s
hospital stay and when there is a significant change in health status. A number
of risk-assessment tools can be used (Potter & Perry, 2004).
Organization Level
A major challenge in many areas of medical
practice is to successfully implement guidelines for clinical practice. A recent
review of effective strategies for implementing guidelines against medication
administration errors concluded that active strategies were more successful in
reducing the rates. The most effective strategies used targeted educational
sessions and, in particular, multiple approaches.
To formulate the action plan on this
level, hospitals and other health care organizations can develop reporting and
feedback processes for tracking medication administration to mental health
patients and the occurrence of errors. Health care organizations can also
develop and implement a comprehensive education program for nursing staff on
assessment, identification of risk and management of medication administration.
Project Level
Healthcare professionals must work together in
groups or teams in the care of a mental patient especially when it comes to
administering medications.
Nursing director:
The nursing director has the role of getting
reports from the head nurse. These reports would include statistics of how many
incidents of errors in administration of medication to mental health patients
are occurring in the hospital and how it is prevented according to new research.
In addition, the nursing director also has the responsibility of providing
qualified nurses and offers them new courses for continuing education.
Head nurse:
The head nurse plays an important role to
prevent the incidence of medication administration errors. The head nurse has
the responsibility of providing the policy and procedure in the unit for all
staff; as well as making the staff understand the need and importance of such
policies and procedures. The head nurse must also distribute enough staff nurses
to cover all shifts in the hospital unit because a shortage of nurses may cause
bad care for the patients that could lead to an increase in the incidence of
medication administration errors in the unit.
Clinical instruction:
Education and clinical instruction of mental
patients and their caregivers is an important function of health care
professionals, especially of the nurses (Potter & Perry, 2004). Also, the
caregivers of the mental patients should be the ones that should be more
educated about the situation since mental health patients could have deficits in
their understanding level. There are times that the caregiver should be the one
to administer medications to the mental health patient. There are a variety of
educational tools, including videotapes and written materials that can be used
by the nurse when mental health teaching patients and their caregivers or family
to prevent the errors in medication administration. Patient instruction should
be individualized for each patient, depending on the degree of mental health
impairment of the patients.
Nurse:
The nurses are responsible for regularly
monitoring patients and giving them the correct medication.
However, the nurse does not have the sole responsibility for medication
administration. The prescriber and pharmacist also help ensure the right
medication gets to the right patient. But still, the registered mental health
nurse administering medications is accountable for knowing which medications are
prescribed, their therapeutic and nontherapeutic effects, and the medications
associated to nursing implications. The registered mental health nurse is also
responsible for knowing why the patient needs the medication and determining if
the patient and their family require supervision with administration and
education about the medication and its effects.
Individual Level
All health care professionals should
receive relevant training or education in medication administration and the
prevention of errors in the field. Health care professionals with recognized
training the administration of medications should cascade their knowledge and
skills to their local health care teams. An inter-disciplinary approach to the
training and education of health care professionals should be adopted.
References
Caplan, G. (1964). Principles of preventive
psychiatry. New York: Basic books.
Kozier, B. and Erb, G. (2004). Fundamentals
of Nursing: Concepts, Process, and
Practice 7th Edition.
Pearson Education Inc.
Potter, P. and Perry, A. (2004). Fundamentals
of Nursing. Mosby.
Raingruber, B. (2003). Nurture: the Fundamental
Significance of Relationship as
a Paradigm for Mental Health Nursing.
Perspectives of Psychiatric Care.
Credit:ivythesis.typepad.com
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