Dr. Robert Smith owned his family practice for over 20 years. He came from a family of  success. His father was a brain surgeon and his mother a well-known author. His younger brother,  Saul, owned his own accounting firm for several years, but came to work with Dr. Smith after he  sold it for a modest amount. After graduating at the top of his class from Johns Hopkins University,  Dr. Smith was awarded a cardiothoracic surgery fellowship in New York. He spent a few years  there and was well on his way to fulfilling his dream of becoming a heart surgeon. During this  time, however, his father became ill. Dr. Smith decided to return to his hometown of Zoar, Ohio,  to take care of him. Under Dr. Smith’s care, his father started showing signs of improvement. He  was glad not only for his father, but that he could go back and continue his pursuit of becoming a  heart surgeon. On the day he was set to leave, his mother became ill and died a few days later  from a rare form of cancer that showed no symptoms.  The devastation hit the family hard. Saul was still in college, and Dr. Smith’s father needed  someone to be with him at all times. Dr. Smith decided to stay in Zoar to take care of his father. 100 He opened up a family practice in the town, thus putting his dream of becoming a heart surgeon  on hold indefinitely. Over the years, Dr. Smith sometimes felt regret that he never achieved his  dream, but his job as the town doctor had been fulfilling. Now Saul was working with him, helping  with the business. This made things significantly easier for Dr. Smith, who haphazardly kept his  own books and patient files. One day, as Saul organized Dr. Smith’s piles of paperwork, he  noticed there were charges to Medicaid that must be a mistake. While most of the population of  Zoar, Ohio, was considered lowlevel income and qualified for Medicaid, this was not the case for  all patients. There were several elderly middle- and higher-income families who regularly visited  the office and usually paid with a check or cash. Saul assumed his brother’s administrative office  skills were poor and aimed to fix it.  However, as Saul organized the paperwork and checked files, these charges to Medicaid  appeared to increase, dating back at least five years. Saul approached his brother. “Robert, are  you aware you charged Medicaid for Mr. and Mrs. Bennett’s visits?” “Hmmm. Let me see the  paper work,” Dr. Smith asked. Saul handed it to him. Dr. Smith glanced at the document and said,  “Yes, they are over age 65 , so I made a bill for Medicaid.” “But we have records they paid you  with cash,” Saul replied. He handed Dr. Smith an old receipt. “And there are similar instances with  some of your other patients. Besides, Medicaid is for low-income patients, not the elderly. Mr. and  Mrs. Bennett are clearly not low-income.”  Looking a little bit flustered, Dr. Smith replied, “Saul, you know how I am with details. I’m  no good at it. That’s why I hired you. Thanks for catching my mistake.” Dr. Smith walked back into  his office and shut the door, leaving Saul standing in the hallway with a stack of files. Saul knew  what his brother gave up for their family and the good he did for the families in this small town,  but he was convinced these charges were not accidental. There were too many of them and the  amount of money charged exceeded $ 75,000 . “What happened to all that money?” Saul  wondered. He also wondered how to handle the situation. He thought to himself, “How can I report  this without sending Robert to jail? If I don’t report it and Medicaid finds out, I could go to jail and  lose my accounting license. This is such a small town. If anybody finds out, we’ll never live it  down.” At that moment, the phone rang, and Saul was the only one there to answer it. Answer the following questions:  1. Describe Saul’s ethical dilemma. 2. Why would Medicare fraud be a white-collar crime?  3. How should Saul approach the situation?

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ISBN:9780134492513
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Chapter1: Marketing: Creating Customer Value And Engagement
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Case Analysis


Dr. Robert Smith owned his family practice for over 20 years. He came from a family of 
success. His father was a brain surgeon and his mother a well-known author. His younger brother, 
Saul, owned his own accounting firm for several years, but came to work with Dr. Smith after he 
sold it for a modest amount. After graduating at the top of his class from Johns Hopkins University, 
Dr. Smith was awarded a cardiothoracic surgery fellowship in New York. He spent a few years 
there and was well on his way to fulfilling his dream of becoming a heart surgeon. During this 
time, however, his father became ill. Dr. Smith decided to return to his hometown of Zoar, Ohio, 
to take care of him. Under Dr. Smith’s care, his father started showing signs of improvement. He 
was glad not only for his father, but that he could go back and continue his pursuit of becoming a 
heart surgeon. On the day he was set to leave, his mother became ill and died a few days later 
from a rare form of cancer that showed no symptoms. 
The devastation hit the family hard. Saul was still in college, and Dr. Smith’s father needed 
someone to be with him at all times. Dr. Smith decided to stay in Zoar to take care of his father. 100
He opened up a family practice in the town, thus putting his dream of becoming a heart surgeon 
on hold indefinitely. Over the years, Dr. Smith sometimes felt regret that he never achieved his 
dream, but his job as the town doctor had been fulfilling. Now Saul was working with him, helping 
with the business. This made things significantly easier for Dr. Smith, who haphazardly kept his 
own books and patient files. One day, as Saul organized Dr. Smith’s piles of paperwork, he 
noticed there were charges to Medicaid that must be a mistake. While most of the population of 
Zoar, Ohio, was considered lowlevel income and qualified for Medicaid, this was not the case for 
all patients. There were several elderly middle- and higher-income families who regularly visited 
the office and usually paid with a check or cash. Saul assumed his brother’s administrative office 
skills were poor and aimed to fix it. 
However, as Saul organized the paperwork and checked files, these charges to Medicaid 
appeared to increase, dating back at least five years. Saul approached his brother. “Robert, are 
you aware you charged Medicaid for Mr. and Mrs. Bennett’s visits?” “Hmmm. Let me see the 
paper work,” Dr. Smith asked. Saul handed it to him. Dr. Smith glanced at the document and said, 
“Yes, they are over age 65 , so I made a bill for Medicaid.” “But we have records they paid you 
with cash,” Saul replied. He handed Dr. Smith an old receipt. “And there are similar instances with 
some of your other patients. Besides, Medicaid is for low-income patients, not the elderly. Mr. and 
Mrs. Bennett are clearly not low-income.” 
Looking a little bit flustered, Dr. Smith replied, “Saul, you know how I am with details. I’m 
no good at it. That’s why I hired you. Thanks for catching my mistake.” Dr. Smith walked back into 
his office and shut the door, leaving Saul standing in the hallway with a stack of files. Saul knew 
what his brother gave up for their family and the good he did for the families in this small town, 
but he was convinced these charges were not accidental. There were too many of them and the 
amount of money charged exceeded $ 75,000 . “What happened to all that money?” Saul 
wondered. He also wondered how to handle the situation. He thought to himself, “How can I report 
this without sending Robert to jail? If I don’t report it and Medicaid finds out, I could go to jail and 
lose my accounting license. This is such a small town. If anybody finds out, we’ll never live it 
down.” At that moment, the phone rang, and Saul was the only one there to answer it.

Answer the following questions: 
1. Describe Saul’s ethical dilemma.
2. Why would Medicare fraud be a white-collar crime? 
3. How should Saul approach the situation?

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