Googles Quest For Competitive Advantage Marketing Essay

Googles Quest For Competitive Advantage Marketing Essay In 1996 two computer science PhD students at Stanford University, Sergey Brin and Larry Page, were wondering how they could sort through the massive amount of information that was starting to appear on the Web to find specific and useful information on a topic. Although there were several different technologies, or search engines, available to search the Web for information, none of them seemed particularly useful to Brin and Page because they failed to distinguish between useful and trivial Web sites. Brin and Page decided to build a search engine that not only would examine the words on Web pages and then index them as other search engines did, but also would look at how and where these words were being used and at the number of other Web sites linked to a page. The goal was to have the search engine return a list of Web pages with the most useful appearing at the top. The name Google originated from a misspelling of googol which refers to the number represented by a 1 followed by one-hundred zeros. Having found its way increasingly into everyday language, the verb, google, was added to the Oxford English Dictionary in 2006, meaning, to use the Google search engine to obtain information on the Internet. By December 1998 the beta version of Googles search engine had been up and running at the Web for months, answering over 10,000 search queries a day. From that point on growth was exponential. By December 2000 Googles index included more than 1.3 billion Web pages, and the company was answering some 60 million search queries a day. By 2004 the number of Web pages indexed by Google exceeded 4 billion, and the search engine was handling more than 300 million queries a day. Googles technology quickly became pervasive. Soon most major Web portals were using Googles search engine technology, including AOL. Yahoo also signed an agreement to make Google its default search provider, which helped make Google the largest search engine on the Web. Estimates suggested that in 2003 some 75 percent of Internet searches were made using Google. What was most impressive about Google, however, was that unlike many other dot-com businesses of the 1990s, Google found a way to make money. Google generated revenue from only two sources: (1) the licensing fees it charged to supply search capabilities to corporations, other Internet sites, and wireless telephone companies, and (2) the advertising fees it charged for providing highly targeted text-only sponsor links adjacent to its search results. The Google search engine attracted a loyal following among the growing number of Internet users, who liked its simple design. In 2000, Google began selling advertisements associated with search keywords, which provided the company with an additional revenue source beyond fees for licensing its search appliance to other Web sites. To make money Google sells to advertisers the words that people put in when they search for something on the Web. Thus means that whoever bids the most for a particular term, say digital cameras, gets their link put at the top of a Google-generated list. Google distinguishes between independent search results and those that are paid for by listing sponsored links on its page. However, sponsors do not pay Google unless a user clicks through to them from a Google-generated link. The ads were text-based to maintain an uncluttered page design and to maximize page loading speed. Keywords were sold based on a combination of price bid and click-throughs, with bidding starting at $.05 per click. Advertisers dont just pay a set rate, or even a cost per thousand viewers. They bid on the search term. The more an advertiser is willing to pay, the higher its ad will be positioned. But if the ad doesnt get clicks, its rank will decline over time, regardless of how much has been bid. If an ad is persistently irrelevant, Google will remove it: Its not working for the advertiser, its not serving users, and its taking up server capacity. Google understands that its two most important assets are the attention and trust of its users. If it takes too long to deliver results or an additional word of text on the home page is too distracting, Google risks losing peoples attention. If the search results are lousy, or if they are compromised by advertising, it risks losing peoples trust. Attention and trust are sacrosanct. Google pursues a seemingly gratuitous quest for speed: Four years ago, the average search took approximately 3 seconds. Now its down to about 0.2 seconds. And since 0.2 is more than zero, its not quite fast enough. Page and Brin insisted that the company would only sell discreet text ads placed near search results and never mix paid keyword-based ads with legitimate search results even though the practice was standard among search engine companies. Also, Google would not place banner ads on its Web site, now would it sell pop-up ads. While many of its dot-com rivals failed in the new Internet marketplace, Google quietly rose in stature while generating revenue. In 2003 the company made $967 million in revenues and $105 million in net profits. In 2004 revenues surged to $3.19 billion and net income to $399 million. Google Founded by Geeks and Run by Geeks Google is an organisation founded by geeks and run by geeks. According to Stephen Arnold, Googles programmers are 50%-100% more productive compared to programmers working for their competitors.   He based this theory on Googles competitors having to spend up to four times as much just to keep up. It is a collection of 650 really smart people who are almost frighteningly single-minded. These are people who think they are creating something thats the best in the world, says Peter Norvig, a Google engineering director. And that product is changing peoples lives. Geeks are different from the rest of us, so its no surprise that theyve created a different sort of company. Google is, in fact, their dream house. It also happens to be among the best-run companies in the technology sector. At a moment when much of business has resigned itself to the pursuit of sameness and safety, Google proposes an almost joyous antidote to mediocrity, a model for smart innovation in challenging times. Google spends more time on hiring than on anything else. It knows this because, like any bunch of obsessive engineers, it keeps track. It says that it gets 1,500 rà ©sumà ©s a day from wanna-be Googlers. Between screening, interviewing, and assessing, it invested 87 Google people-hours in each of the 300 or so people that it hired in 2002. Google hires two sorts of engineers, both aimed at encouraging the art of fast failure. First, it looks for young risk takers. We look for smart, says Wayne Rosing, who heads Googles engineering ranks. Smart as in, do they do something weird outside of work, something off the beaten path? That translates into people who have no fear of trying difficult projects and going outside the bounds of what they know. But Google also hires stars, PhDs from top computer-science programs and research labs. It has continually managed to hire 90% of the best search-engine people in the world, says Brian Davison, a Lehigh University assistant professor and a top search expert himself. The PhDs are Googles id. They are the people who know enough to shoot holes in ideas before they go too far to make the failures happen faster. Google developed a decentralized management schema where employees report directly to multiple managers and team project leaders. This allows for the responsibility of the technology department to be shared amongst multiple senior level engineers and removes the need for a singular department head to oversee the activities of the department.   This is a unique approach from the standard management style. The challenge is negotiating the tension between risk and caution. When Rosing started at Google in 2001, we had management in engineering. And the structure was tending to tell people, No, you cant do that. So Google got rid of the managers. Now most engineers work in teams of three, with project leadership rotating among team members. If something isnt right, even if its in a product that has already gone public, teams fix it without asking anyone. For a while, Rosing says, I had 160 direct reports. No managers. It worked because the teams knew what they had to do. That set a cultural bit in peoples heads: You are the boss. Dont wait to take the hill. Dont wait to be managed. And if you fail, fine. On to the next idea. Theres faith here in the ability of smart, well-motivated people to do the right thing, Rosing says. Google doesnt market itself in the traditional sense. Instead, it observes, and it listens. It obsesses over search-traffic figures, and it reads its email. In fact, 10 full-time employees do nothing but read emails from users, distributing them to the appropriate colleagues or responding to them themselves. Nearly everyone has access to user feedback, says Monika Henzinger, Googles director of research. We all know what the problem areas are, where users are complaining. Google focuses relentlessly on the quality of the experience. Make it easy. Make it fast. Make it work. And attack everything that gets in the way of perfection. How does Google keep innovating? Google also understands the capacity of the Web to leverage expertise. Its product-engineering effort is more like an ongoing, all-hands discussion. The site features about 10 technologies in development, many of which may never be products per se. They are there because Google wants to see how people react. It wants feedback and ideas. Having people in on the game who know a lot of stuff tells you earlier whether good ideas are good ideas that will actually work. One big factor is the companys willingness to fail. Google engineers are free to experiment with new features and new services and free to do so in public. The company frequently posts early versions of new features on the site and waits for its users to react. We cant predict exactly what will happen, says senior engineer Nelson Minar. Frequently, new Google enhancements or products appear in its inventory. Google Labs, the experimental section of Google.com, helps Google maximize its relationships with its users by including them in the beta development, design and testing stages of new products and enhancements of already existing ones. Googles Competitive Position and Strategy to Sustain Growth Googles ability to sustain its strong position among Internet search companies was a function of its ability maintains strong relationships with Internet users, advertisers, and Web sites. Google has a distinctive technology advantage over Microsoft, eBay, Amazon, Yahoo. Google utilizes custom high-performance systems which are cost efficient because they can scale to extreme workloads. This hardware allows for a huge cost advantage over its competitors. In 2005, Internet users searching for information went to Google more often than to any other site with search capabilities. There was nothing that would prevent Internet users from abandoning Google to use a better search technology. However, the development of a better search engine by a rival could lead to rapid erosion of advertising revenues for Google. Google management believed its primary competitors were Yahoo! and Microsoft. In August 2004 Google went public, raising over $1.5 billion. With no debt and flush with cash, the company looked set to build on its lead in the search engine business. However, competitors were not sitting on the sidelines. In 2003 Yahoo! purchased a rival search engine company. Overture Services and replaced Google as the search engine on its site with a proprietary search engoine based on Overtures technology. Microsoft too seems to have its sights set on Google. Microsoft is reportedly working on its own search engine technology, which it plans to integrate with its software. In February 2003, Google acquired Pyra Labs, owner of Blogger, a pioneering and leading web log hosting website. Some analysts considered the acquisition inconsistent with Googles business model. However, the acquisition secured the companys ability to use information gleaned from blog postings to improve the speed and relevance of articles contained in a companion product to the search engine, Google News. Google also purchased YouTube, JotSpot (a company that helped pioneer the market for collaborative, web-based business software), Gapminders Trendalyzer software (a company that specializes in developing information technology for provision of free statistics in new visual and animated), Adscape Media (a small in-game advertising company). In 2007, Google also acquired PeakStream Technologies. In 2004, Google became more involved in the Chinese market when it acquired a 2.6 percent stake in Baidu the number one search engine in China. Google believed it was essential to develop a local presence in China if it were to aggressively pursue search-based advertising customers in that market since the Chinese language was so complex. In late 2005, Google was moving forward with its strategy in China by recruiting employees for an office located in China, developing a separate brand name for the Chinese market, and launching a Chinese .cn site. Google management also opened an operation center in Brazil and Mexico in late 2005 to improve sales and services to Latin American advertisers. While the companys primary market is in the web content arena, Google has also recently began to experiment with other markets, such as radio and print publications. On January 17, 2006, Google announced that it had purchased the radio advertising company dMarc, which provides an automated system that allows companies to advertise on the radio. This will allow Google to combine two advertising media-the Internet and radio-with Googles ability to laser-focus on the tastes of consumers. Google has also begun an experiment in selling advertisements from its advertisers in offline newspapers and magazines, with select advertisements in the Chicago Sun-Times. They have been filling unsold space in the newspaper that would have normally been used for in-house advertisements. Over the course of the past decade, Google has become quite well known for its corporate culture and innovative, clean products, and has had a major impact on online culture. ASSESSMENT QUESTIONS What are the sources of Googles competitive advantage? (In your answer identify and explain Googles distinctive competencies) What value does Google create for customers and advertisers? Apply the four building blocks of competitive advantage to Google. Analyse each factor by providing detailed examples from the case. What business-level strategy is Google pursuing? (Identify the strategy and justify your answer). What corporate-level strategy and international strategy has Google implemented? (Identify the relevant strategies and justify your answer). 1. What are the sources of Googles competitive advantage? (In your answer identify and explain Googles distinctive competencies) Ans-First we need to define what competitive advantage is. Competitive advantage Can be defined as the advantage a firm has over other firms with respect to product offerings, Cost structure, distribution and customer support. This allows the firm to generate high revenues or margins as well as larger customer base than its competitors. Competitive advantages are mainly of two types.1) Comparative advantage 2) Differential advantage. 1) Comparative advantage- Comparative advantage is also called as cost advantage. This is the organizations ability  to produce  goods or services at a lower cost than its competitors price. 2) Differential advantage- Differential advantage is the firms ability to differ from products or services from its competitors and are perceived as better than its competitors.

Administer Medication to Individuals, and Monitor the Effects Essay

The Medicines Act 1968 This act is an Act of Parliament of the United Kingdom and it governs the manufacture and supply of medicine. This act outlines three categories of medicines: †¢Prescription of medicines (POM). These are only available from a pharmacist if they are prescribed by an appropriate doctor. †¢Pharmacy medicines (P). These are available from a pharmacist without a prescription. †¢General Sales List (GSL). These are medicines which can be bought from any shop without a prescription. The Medicines Act 1968 controls the supply of drugs it covers. It does not outline any offence of simple possession as it is only an offence if the drug is also controlled under the Misuse of Drugs Act 1971. The Misuse of Drugs Act 1971 and amendments 1985, 2001 The 1971 Act outlines those activities which are illegal in relation to the drugs it controls (this is why certain drugs are called controlled). Such activities include: †¢Possession of a controlled drug unlawfully †¢Possession of a controlled drug with the intention of supplying the drug to another person †¢Supplying or offering to supply a controlled drug (this includes giving, selling, sharing, bartering etc.) †¢Allowing premises you occupy or manage to be used for unlawfully for the purpose of producing supplying controlled drugs Health & Safety at Work Act 1974 The Act lays down general principles for the management of health and safety at work, enabling the creation of specific requirements through regulations enacted as Statutory Instruments or through codes of practice. The objectives of the act are securing the health, safety and welfare of persons at work, protecting persons, other than persons at work, against risks to health or safety arising out of or in connection with the activities of persons at work and controlling the keeping and use of explosive or highly flammable or otherwise dangerous substances, and generally preventing the unlawful acquisition, possession and use of such substances. Control of Substances Hazardous to Health Regulations (COSHH) COSHH is the law that states general requirements on employers to protect employees and other persons from the hazards of substances at work by risk assessment, control of exposure, health surveillance and incident planning. 2.1 Common Types of Medication and their Effects and Potential Side Effects Antacids Used to aid the digestion such as burning acids and sometimes flatulence Side Effects: Milk-alkali syndrome is one of the worst side effects of antacid overuse. The excess of calcium accumulates in the blood and can lead to kidney failure. Other side effects could include a chalky taste, mild constipation, increased thirst, speckling or whitish discoloration of stools, stomach cramps. Analgesics These are commonly used to relieve pain such as a headache. Side Effects: Common side effects include nausea, vomiting, drowsiness, dry mouth, urinary retention, constipation, miosis (contraction of the pupil) and orthostatic hypotension (blood pressure lowers upon sudden standing). Less common side effects include confusion, hallucination, delirium, hives, itch, hypothermia, bradycardia (slow heart rate), tachycardia (rapid heart rate), raised intracranial pressure, muscle rigidity and flushing. Anti-histamines These are used to stop the side effects of an allergy Side Effects: Sedating antihistamines could may you feel sleepy although this may improve after taking them for a few days. Non-sedating antihistamines rarely cause drowsiness. Less common side effects, mainly from sedating antihistamines, include headaches, difficultly in passing urine, blurred vision, feeling sick or vomiting, and dry mouth. Laxatives These are used to aid bowel movement when constipated Side Effects: Wind and bloating can be caused by bulk-forming laxatives. Stimulant laxatives can cause abdominal pain and if used for long periods of time can result in a weakened or ‘lazy’ bowel. Osmotic laxatives can cause abdominal pain, bloating and wind. Stool softener laxatives can cause abdominal cramps, nausea and a skin rash. Anticoagulants These are used to aid blood thinning Side Effects: The most common side effects are itching, rashes, easy bruising, increased bleeding from injuries and purplish spots on the skin. The purplish spots are caused by small amounts of bleeding under the skin and bleeding from wounds can be difficult to stop. 2.2 Medications which Demand the Measurement of Physiological Measurements Anti-hypertensives to treat high blood pressure Blood pressure is a physiological measurement and would need specific measurement for the prescribing of anti-hypertensives Insulin for diabetics Blood glucose needs to be tested to ensure the blood glucose is not too high or too low to determine how much insulin is needed. Warfarin (a blood thinning drug) Warfarin requires the blood be checked regularly to monitor how effective the drug is, i.e. is the blood becoming too ‘thin’, which could cause an internal bleed or if the Warfarin dose is not effective enough leaving the patient at risk of blood clots. 2.3 Common Adverse Reactions to Medication Adverse reactions to drugs are common and almost any drug can cause an adverse reaction. Mild adverse reactions include drowsiness, dry mouth, dizziness, skin rashes, constipation and diarrhoea. Sometimes, individuals starting treatment with new or unfamiliar drugs may experience a loss of appetite and weight. The individual’s doctor can be made aware of any mild adverse reactions. Serious adverse drug reactions can involve anything from bleeding ulcers to liver or kidney damage. Other more serious reactions include difficulty breathing, wheezing, fever and joint pain. With serious adverse reactions the individual’s doctor should be contacted. A serious drug reaction might produce anaphylactic shock which severely affects the body functions. Some of the most common symptoms include swelling of the eyes and lips and difficulty breathing, confusion and even fainting. In the case of anaphylactic shock emergency care must be sought immediately. 2.4 Different Routes of Medication Administration Epicutaneaous – this is application onto the skin and can be used for local effect for allergy testing or as a typical local anaesthesia. It can also be used as a systemic effect where the active substance is introduced to the body by spreading through the skin. Subcutaneous – this is where the medication is injected into the skin, .e.g. insulin for a diabetic. Nasal administration – this is where the route of administration is through the nose. Decongestant nasal sprays can be taken up along the respiratory tract through the nose or some substances can be inhaled e.g. inhalational anaesthetics. Intravenous – intravenous means ‘within a vein’. This is where medication or fluids are introduced to the body through a needle or tube inserted into a vein. Intramuscular – many vaccines, antibiotics and long-term psychoactive drugs are injection directly into a muscle. It is one of several alternative methods for the administration of medications Examples include Codeine, Morphine, Diazepam, Penicillin, Vitamin B12, Rabies and Influenza. Suppositories – A suppository is a drug delivery system that is inserted into the rectum (rectal suppository), vagina (vaginal suppository) or urethra (urethral suppository), where it dissolves or melts inside the body to deliver the medicine. They are used to deliver medications for local effect and systemic effect. The general principle is that the suppository is inserted as a solid, and will dissolve or melt inside the body to be received by the many blood vessels that follow the larger intestine. 3.1 Types, Purposes and Functions of Materials and Equipment needed for the Administration of Medication Medication administration charts – these need to be used when administering medication so you know who needs the medication, how much and when. The medication charts must be signed after administering medication and be kept safe and secure. Disposal bags – disposal bags are used to return any medication not used to the pharmacists. These should be clearly labelled. Drugs trolley – this is needed to store all medication and must have a lock on it for when it is not in use. It should be large enough to hold all medication securely and to organise medication as appropriate. Medication pots – these can be used to measure out medication in liquid form for the person to drink from. These can also be used to transfer medication in tablet from the blister pack to the person taking the medication. Spoons – these can be used to deliver liquid medication and to transfer tablets from the medication pots to the mouth so that your fingers do not touch the tablet. Water jugs and drinking glasses – it is always a good idea to have water jugs and drinking glasses with you so tablets can be swallowed with the water or for a drink after taking liquid medication to clear away the taste or texture of the medication. Bottles and packets – All medication needs to be enclosed in clearly labelled bottles or packets to keep it protected and to ensure medication is identifiable and ensuring the medication gets to the correct person. 3.2 Medication administration charts must have the full name, age and date of birth of the person receiving the medication so that you can ensure that you are administering to the correct person. They must also have the dosage required and name of medication so that you can compare this to the bottle or packet of medication to ensure you have the correct medication and dosage and that you administer this as required. The medication administration chart should have the date of issue and date of expiry of the medication so that no medication is administered after its expiry date as this could cause adverse effects. 4.2 It is important for medication to be administered at the correct times. You should always check the medication administration chart to see when the medication has to be administered through the day and when the medication was last administered. If you don’t’ leave enough time between doses this could result in an overdose and adverse reactions. If you have left too long a time between doses the medication may become less effective as it has had time to wear off. Medications must be given within half an hour of the time that is listed on the medication administration chart. This means that you have half an hour before the medication is due, and half an hour after it is due to administer the medication in order to be on time with medication administration. This does not apply to PRN medications. 5.3 If there were any immediate problems with administration of medication I would report the mistake or error to my Manager or Senior Team Leader straight away. The GP of the resident or pharmacy would be consulted and if they advised to call emergency services this would be done. The individual would be accompanied to hospital by a member of staff. An internal investigation would take place which may include the local council or health authority, or the health and safety executive and the appropriate actions would be put in place. 5.5 It is necessary to confirm that the individual actually takes the medication and does not pass the medication to others to ensure that the individual is taking the correct prescribed dose for the medication to work. The medication may be an essential drug to the individual’s health and if not taken could endanger their life, for example, medication for diabetes or heart medication. If the medication is passed on to another individual this could endanger their health as they could be allergic to the medication or if they end up taking a medication not prescribed for them, e.g. Digoxin, which lowers the heart rate, when not needed, this could endanger their life if they have other health problems which could be affected. Once the resident has taken the medication I must then sign the medication administration chart to confirm I have administered the medication and the resident has taken it. 5.7 As my place of work is a residential care home which offers personal care they are included in an exemption under the Controlled Waste Regulations 1992 and our waste, classed as ‘household’, is not subject to the Special Waste Regulations 1996. Whereas under the Controlled Waste Regulations 1992 clinical waste, excluding domestic properties, and clinical waste from care homes providing nursing care is classified as ‘industrial’ waste and is subject to the Special Waste Regulations 1996. The Special Waste Regulations 1996 classifies all prescription medication as special waste and must be handed over to a suitably authorised waste management facility and a retail pharmacy is not very likely to be authorised. As my place of work is not subject to the Special Waste Regulations 1996 we can return any out of date or part used medication to the pharmacy who arrange and deliver our medication to us. We can also return out of date or part used controlled drugs to the pharmacy. Any out of date and part used medications must be documented in medicines returns book. The returned drugs must be counted and itemised in the returns book. The pharmacist must sign the returns book when collecting the medications. When returning medication, the Boots returned medication book should be used as a receipt. When returning medication the ‘Returned’ section of the medication administration chart must be completed Administer medication to individuals, and monitor the effects Essay Outcome 1 Understand legislation, policy and procedures relevant to the administration of medication 1. In the workplace there is a generic Medication Management Policy and Procedures for Adult Services (Issue 10, 2012) document. This is kept to hand in a locked cupboard, readily available to read. It requires that all Healthcare Staff are given mandatory training and refreshers are provided. Legislation which surrounds the administration of medication includes The Medicines Act 1968, The Misuse of Drugs Act 1971, The Data Protection Act 1998, The Care Standards Act 2000 and The Health and Social Care Act 2001 Outcome 2 Know about common types of medication and their use 1. describe common types of medication including their effects and potential side effects Below are outlined 3 types of common medications. Analgesics: i.e. Codeine, used for pain relief, side effects can be light-headedness, dizziness, nausea, vomiting, shortness of breath, and sedation. Codeine can also cause allergic reactions, symptoms of which include constipation, abdominal pain, rash and itching. See more:  Manifest Destiny essay Antibiotics: i.e. Amoxicillin, a penicillin based antibiotic which fights bacteria in your body. It can only be taken if you are not allergic to Penicillin and do not have asthma, liver or kidney disease, or a history of diarrhoea caused by antibiotics. It is used to treat many different types of infections, such as ear infections, bladder infections, pneumonia, and salmonella however it can cause side effects including sores inside your mouth, fever, swollen glands, joint pain, muscle weakness, severe blistering, peeling, and red skin rash, yellowed skin, yellowing of the eyes, dark colored urine, confusion or weakness, easy bruising, and vaginal itching. Anti-hypertensive: i.e. Lisonopril used for lowering blood pressure, it is also effective in the treatment of congestive heart failure, and to improve survival after a heart attack. Not to be used by people with liver or kidney disease, diabetes, rheumatoid arthritis. Side effects can include feeling faint, restricted urination, stomach swelling, and flu like symptoms, heart palpitations, chest pains, skin rash, depressed mood, vomiting and diarrhoea. 2.2 Identify medication which demands the measurement of specific physiological measurements. Answer Drugs like insulin (blood has to be taken from a pinprick so that glucose can be measured before the insulin can be given); warfarin to thin the blood – again blood levels must be checked regularly; digoxin to slow and steady the heart (pulse should be checked prior to administration and advice taken if the pulse dips below 60 beats per minute) Administer medication to individuals, and monitor the effects Essay Outcome 1 Understand legislation, policy and procedures relevant to administration of medication. 1. The current legislation, guideline policies and protocols relevant to the administration of medication are. Medicines Act 1968 & amendments. Categorises how medicines are provided and sold. Misuse of Drugs act 1971 (Controlled Drugs) and amendments. Health and Safety at Work Act 1974. 5 elements of risk assessment. COSHH. Storage and who has access. Health and social Care Act 2008. Receipt, storage and administration. Access to Health Records Act 1990. Access to your own records. Data Protection Act 1998. Confidentiality. Hold relevant records for7 years. Hazardous Waste Regulations 2005. Sharps, controlled drugs, unused medication. Outcome 2 Know about common types of medication and their use 1. Describe common types of medication including their effects and potential side effects. Antibiotic – To treat infection. Can be specific or broad spectrum. Amoxicillin. Penicillin. Oxycycline. Trimethoprim. Common side effects rashes, headaches, anaphylactic shock, GID Gastro intestinal disturbance i.e. sickness. Analgesic – Pain relief: paracetamol Common side effects: long term side effects include liver damage. Anti-histamine – To treat allergies such as hay fever, reaction to insect bites. Piriton. Antacid – To combat excess acid. To calm stomach. Gaviscon. Rennies. Settlers. Peptobismol, omeprazole. Common side effects: GID, dry mouth, insomnia, drowsiness, rash Anti-coagulant – To thin blood and avoid unwanted clotting. Warfarin, Heparin. Common side effects: haemorrhage, hypersensitivity, rash, alopecia jaundice. Psychotropic medicine – To alter state of mind. Loperimide. Risperidone. Chlorpromazine. Common side effects: rashes, GID, paradoxal effects, extrapymidial side effects rolling of the tongue, drooping of the face, parkinson’s Symptom,  Laxative – To soften stool and encourage bowel movements. – Sennocot. Lactulose. Movacol. Common side effects: GID, a tonic bowel   Diuretic – To treat water retention and encourage urine flow through kidneys. Frusemide, Bendrofluazide. Common side effects: mild GID, hypotension, electrolyte Anticonvulsant- To control seizure activity for epilepsy. Sodium valproate, Diazepam. Midazolam. Common side effects wait gain and loss, abnormal sensation in limbs GID, rashes, dizziness, amnesia, and headache. Cytotoxic medicines – Cancer treatments. Chemotherapy. Highly toxic. Vincristin Common side effects: hair loss, constipation, low blood counts, abdominal cramps, weight loss, nausea and vomiting, loss of appetite 2. Insulin used in the treatment of Diabetes requires finger prick blood testi ng for sugar levels. Warfarin Used to thin blood or prevent unwanted clotting. Fluid Retention. Fluid output measurements. Blood pressure may need to be taken for certain medication that moderates BP or heart function. 3. Describe the common adverse reactions to medication, how each can be recognised and the appropriate actions required. Unexpected adverse reaction can potentially happen from any medication that an individual is taking. Someone can have an adverse reaction to penicillin i.e. anaphylactic shock, the signs for this can be the person has problems swallowing or the lips or face ballooning, a skin rash and the individual may also stop breathing, leading to total system collapse and if not treated with adrenalin death may occur. This is why it is important that all information about an individual’s medical records must be up to date and in their care plans, also in their MAR Chart. You don’t come cross anaphylactic shock often, but you still have to be aware. Other severe adverse reactions that could include a fever and skin blistering; these usually occur within an hour of the medications being administered. Sometimes adverse reactions can develop over a few weeks, they may cause damage to the kidneys or liver. If adverse reactions are not treated they could be fatal. When individuals experience adverse reactions to medicines my workplace policy is to inform the GP and explaining in detail the adverse reactions, the staff member will then inform the individual/ team. GP advise and guidance will then determine if the medication is to be stopped. If the reactions are so serious then an  ambulance should be called my responsibility is that I have duty to continue to observe the individual and monitor their vitals, speaking to them and looking at any changes, so as to ensure that the individual is not deteriorating. All adverse reactions and following advice given, must be recorded in full in the individual’s clinical note and refer enced in their daily report also MAR’s chart. 4. Outcome 3 Understand procedures and techniques for the administration of medication. 1. Explain the different types, purpose and function of both materials and equipment that may be needed for the administration of medication via different routes. Type; Syringe The purpose; To administer medication such as insulin into the blood stream. The function; Enables subcutaneous/ intermuscular administration in correct and measured dosage into the blood stream. Type; Spacer The purpose; To add to an inhaler The function; To enable correct dosage of inhaled medication when patient is not able to use the inhaler on its own Type; Medication pot The purpose; To contain medication when being dispensed with non-touch technique The function; To enable people to take medication cleanly and safely without contamination and in some cases to promote active participation and inclusion/independence 2. What information must be included on a prescription? Doctor’s name and signature Date of issue Patient’s name and address Patient’s date of birth Name and dosage of medication Quantity and form of medication. e.g. 30 tablets Strength of medication How many times a day Duration of treatment Method and route of administration Hospital number Outcome 4 Be able to prepare for the administration of medication 1.  wash your hands  gather your equipment required i.e. medication pots, spoons, water, gloves, mar sheets, aseptic wipes aseptic equipment if required   establish who the medication is for   ensure the environment is suitable for the safe administration of medication sharp box if required 2. Establish on the mar sheet that no medication has been given recently and that it is time to give medication as per mar sheet instructions. To ensure the spacing between medication is appropriate and as per guidance. Ensure dosage is spaced evenly as per therapeutic range and ensure therapeutic range is achieved. 3. Consent is through implied consent or objective consent and if consent is not achieved then it will have to go best interested decision. All s/u that I support will have a risk assessment in place that identifies individual’s capacity issues. Furthermore individual s/u have a PDP that specifies how an individual receives their medication. This will say the process if the s/u declines to receive their medication. If the s/u declines to take their medication then it is my responsibility to insure I have within the best of my abilities attempted to explain and divulge the information that is within the realms of the individuals understanding. This is to develop a knowledge and therefore capacity to make informed decisions. If unsuccessful then I’m to contact the GP to seek advice and refer for a best interest decision. Any issues around consent must be recorded and be communicated to the individuals who are significant in the administration of medication to that person. 4. Outcome 5 Be able to administer and monitor individual’s medication 5.3 I always pay attention to ensuring I maintain individuals’ dignity, choices and preferences. Sometimes individuals refuse their medication, this is  their right to as I cannot legally and according to our medication policy administer their medication without their consent. I listen to why they are refusing sometimes because they can’t understand why they need to have their medication, other times because they can’t swallow tablets. I explain what their medication is for and their eï ¬â‚¬ects and also give them information about how medication is available in liquid form which they would ï ¬ nd easier to swallow. If the client refuses their medication I have to record it on their MAR and in their support plan and client notes and get advice from the GP or 111 then inform my Manager. This may involve a medication review to see what else can be oï ¬â‚¬ered. Sometimes when individuals leave the home or stop taking their medication because it is not agreeing with them then the home is left with out-of-date and part-used medications. Under the care home standards, the hazardous waste regulations and the medication policy it is a requirement for all medications to be disposed of safely. At work we have a medication returns book where the medication that is to be disposed of is entered in here, then packaged up and placed in the medication cupboard securely until the pharmacy collect this this usually happens when the new medication is delivered these are signed for and recorded. 5.5 To make sure that the individual is taking their prescribed medication and that their condition does not deteriorate. It is our workplace policy to check that medication is taken by the individual. If the individual passes it to others, this could result in other individuals overdosing, taking medication that is not prescribed for them, and this can cause them to feel ill or can be fatal. If medications not taken and left out then others might misuse this too which is abuse and neglect. If I was working in mental health settings I would also be aware of Individuals distributing certain medication that has a value. 5.7How do you dispose of out of date or part used medication ensuring that you comply with legal and organisational requirements? All unused or out of date medication should be disposed of via the pharmacy, placed in clear individual bags clearly labelled with details of the medication, dose, name of s/u and stored in an appropriate manner i.e. locked box in a locked room. Record must be kept in the s/u notes and also a returns book. Records should  be signed by person initiating the disposal if these returns are collected, or by the person taking medication for disposal if taken to pharmacy. Records must be signed by the pharmacist or their representative on receipt of the medication. Medication should not be put down the toilet or drain or put into household waste.

Morality and Immorality: Actions vs Results Essay

Both Martin Luther King Jr. and Niccolo’ Machiavelli had their own perspectives on what was moral and immoral. King and Machiavelli view what was morality right and how they would use this judgment in government and how it affected people in everyday life. King fought a moral fight against what was described as immoral laws to oppress blacks during an era of segregation in the United States. He believes that sometime it is moral to take action against immoral laws to get the results he and others that fought alongside him desired. Machiavelli as a Ruler, during a time when his country was unstable and constant political in-fighting, believed it was better to be feared than loved, and he took the immoral action of oppression to gain respect morally from his followers as a result. Machiavelli was a believer of the art of war to gain power, while King believed power was achieved in non-violence. In â€Å"Letter from Birmingham Jail†, King came to Birmingham for what he believed to be crimes against a race of people as injustice. â€Å"Injustice anywhere is a threat to justice everywhere† (482). Practicing what he preached, King nonviolent action still landed him in jail. King’s nonviolent campaigns consist of four basic steps to accomplish sometime unachievable goals. â€Å"Nonviolent direct action seeks to create such a crisis and foster a tension that a community which has constantly refused to negotiate is forced to confront the issue† (483). Protesting and marches was organized because the people that were subject to unjust laws knew that taking their fight before a judge in a court room did not stand a chance. These were the very people that want to keep blacks oppressed. â€Å"We know through painful experience that freedom is never voluntarily given by the oppressor; it must be demanded by the oppressed† (484). King had specific actions for desired results against immoral unjust laws, but fought back morally by obeying lawful constitution rights. My findings from â€Å"The Prince†, Machiavelli can be described as cunning, evil, and violent. Heavily influenced by pre-Christian political hilosophy, Machiavelli believes violence could gain him respect through fear and intimidation which a leader need to have what he called virtue and prudence. Machiavelli claims Moses killed his own people to enforce his will and would have not been unable to do so if he was not armed. â€Å"The chief foundations of all states, new as well as old or composite, are good laws and good arms; and as there cannot be good laws where the state is not well armed, it follows that where they are well armed they have good laws† (Machiavelli). Machiavelli was cleaver in that he understood the art of providing for his people to ensure they are protect and content, in returning he demand honor and respect from them. He believe, â€Å"A wise prince should follow similar methods and never remain idle in peaceful times, but industriously make good use of them, so that when fortune changes she may find him prepared to resist her blows, and to prevail in adversity† (523). Machiavelli actions to use violence as a power of persuading results to how one want to appear to be seen, â€Å"whether it be better to be loved more than feared, or feared more than loved† (526). Inaction can be just as dangerous as taking action, when the results are just as detrimental. Action in the moral sense will reveal results with promises of hope. King led by example, stressed nonviolence through his call for sit-ins and marches. He wanted to end segregation in public life and in job discrimination. Machiavelli dictated his ideas and how a leader should guide. He believe to protect yourself from an attack is to attack others. King and Machiavelli had different opinions on how to take action on issues. Their philosophy was similar but their thought process was different in that, King’s theory was to accomplish change through nonviolence and Machiavelli thoughts was to use deception and second guessing to his advantage. Although both men differ in practices their action was to establish security, love, and honor among men.

Deciphering Star Charts for Skygazing