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Branding can focus on the entire health system purchase finast 5 mg visa, outpatient serv- ices, a prominent department, or a particular medical group. In addition, an institution may choose to focus on products and services that have a high demand but are difficult to emulate. No matter what area a healthcare organ- ization decides to brand, effective brands in healthcare have almost always been linked to a specific target audience such as women or senior citizens. Second, a healthcare institution must define the brand message it wants to communicate about the service it has decided to brand. For exam- ple, an institution may choose to focus on quality of care, convenience, or its technological capabilities. Each of these aspects can be effective if the brand message relates to the target audience and the service being branded. Internal communication is important to ensure both staff acceptance and enthusiasm, which are necessary for brand success. This can be accom- plished through establishing staff ownership of branding communications and rewards for staff involvement in the campaign. External communica- tion can take place through various channels such as business documenta- tion and advertising. The most important aspect, however, is that the overall message is clear, consistent, and continuous. An institu- tion must be confident that it will be able to fulfill the promise its brand portrays. Every consumer interaction must reinforce the brand identity and be used to establish a relationship with that consumer.

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The forces exchanged between any two bodies are equal in magnitude but opposite in direction generic finast 5 mg overnight delivery. When the forces acting on a body balance each other, the body either remains at rest or, if it were in mo- tion, moves with constant velocity. Newton’s contributions to mechanics were built on the wealth of knowl- edge accumulated by others. In this regard, perhaps the most critical ad- vances were made by Galileo Galilei. Born in Italy on February 15, 1564, Galileo became fascinated with mathematics while studying medicine at the University of Pisa. He made many enemies with his defiant attitude toward the Aristotelian dogma and had to leave the university for financial reasons without receiving a degree. He observed that, for small oscil- lations of a pendulum, the period of oscillation was independent of the amplitude of oscillation. Published first in his 1638 book Discorsi, the law states that in a free fall distances from rest are proportional to the square of elapsed times from rest. Although Galileo found recognition and respect in his lifetime, he was nonetheless sentenced to prison at the age of 70 by the Catholic Church for having held and taught the Copernican doctrine that the Earth revolves around the Sun. A particle is an idealized body for which the velocity is uniform within the body. In the eighteenth century, Leonhard Euler, Joseph-Louis Lagrange, and others generalized these laws to the study of solid bodies and systems of particles. Euler was the first to assign the same gravita- tional force to a body whether at rest or in motion. In 1760, his work Tho- ria Motus Corporum Solidurum seu Rigidorum described a solid object’s re- sistance to changes in the rate of rotation. A few years later, in 1781, Charles-Augustin de Coulomb formulated the law of friction between two bodies: "In order to draw a weight along a horizontal plane it is neces- sary to deploy a force proportional to the weight. Analytical developments on solid mechanics continued with the publication in 1788 of Lagrange’s elegant work Me- chanic Analytique.

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The two ladies in the movie on the bus to Bountiful show the value of hearing and affirming all of our experiences discount 5 mg finast amex. Terms of Endearment (1983) is a movie about finding love in midlife, communication problems, dealing with an adult child’s death, and deceiv- ing someone you love. The couple and family interaction provide great examples of bad communica- tion and confusion about what people want (or think they want) in rela- tionships. Living in a love-hate relationship, a couple (Michael Douglas and Kathleen Turner) come to de- fine themselves by their possessions. Home for the Holidays (1995) is a frantic saga of a dysfunctional family and their Thanksgiving holiday reconnection. Addictions, denial, narcissism, and old-fashioned looniness all make an appearance. The movie provides many laughs, the healing power of recognition, and puts problems in per- spective. One couple this writer/therapist saw in therapy said, "This movie makesourconflictsseemminor... In Grumpy Old Men (1993), Jack Lemmon, Walter Matthau, and Ann- Margret provide laughs in a more enduring version of a buddy movie for boys who don’t grow up. Entertaining and also valuable in seeing exaggerated styles lampooned, so that even the most thick-headed male gets the message, the movie is close to vaudeville in its broad humor. Kramer (1979), a movie based on divorce and a custody war, captures the heartbreak of breaking up no matter when it happens. In Cocoon (1985), senior citizens discover a fountain of youth, but get some surprises when they meet the aliens who share the same source. The movie is entertaining, but it also shows the dynamics of one of the older 88 LIFE CYCLE STAGES men who (when sexually revitalized) returns to his philandering ways. In On Golden Pond (1981), Chelsea (Jane Fonda) has never been close to her father, Norman (Henry Fonda). Chelsea treads cautiously as she tries to make a connection with the man who never listened or praised. Chelsea’s mother Ethel (Katharine Hepburn) shows how she learned to connect with him, but that approach cannot work with the daughter.


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