Rasmussen College Healthcare Fraud vs Marketing Re brand Discussion

Choose a healthcare fraud case from the link below, and answer the following questions:

  1. Provide an overview of the fraud case. Why did it resonate with you?
  2. If you were the manager assigned to rebrand the company, which marketing segmentation strategy (level) would you use?
  3. What would you do to ensure that the fraudulent activity would never happen again? Would you create a new policy?

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A Philadelphia area doctor was sentence to 12 months and one day in prison and ordered to pay $100,000 fine for the illegal distribution of oxycodone. I choose this topic because I worked with a nurse that used to steal patients pain medications for herself and others. She was such a good nurse that it was hard to believe that could such things. If I was the manager assigned to re-brand the company, I would use mass marketing. Mass marketing is an undifferentiated marketing strategy in which the organization decide to ignore niche marketing and attempts to appeal to the entire market with one strategy or one offer. The best way to prevent this from happening will be counting every medications at the end of each shift. I will also put a camera to watch every activities.

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