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Th~

Kingdom of
't1bbott Pain Manag{lm{lnt
s~nds th~ 'Royal Crusad~rs
its most nobl{l and 1fogtog/ gr{l{ltingsl

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ABBOTT DOCUMENT PRODUCTION 8/29/03 OEVOE V. PURDUE PHARMA, ET AL.,
CONFIDENTIAL-SUBJECT TO PROTECTIVE ORDER IN DEVOE V. PURDUE PHARMA, ET Al.,
CIVIL ACTION NO . MER-L-000653-02

ABBOTT1 004435

 OXY05995

.
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follow th~ Qu~{Zn
The Roval Court 11ishes to honor aU Crusaders for
their c~ntinued ildvocacy of postoperative p:lin
management co doctors mruughout the land.
Howcnr, .I!S you continue to spread the word about
the benefits that OxyConcin•
can bring physici:uu •nd
patients, don't furgct to posi·
tion Vicoprofen~ as a viable
option tOr patients who require
pain relief of1ess than 10 days.

cn:.rv time vou make I'Our .:4lls. Mam· time., l't1ur
phy;icians 1~11 chang~ their mind ~ed on
repetitive ~es o.lls. You are helping rhcm Know
the Diffcren'e between other h)'dro.:odone
combination agenu :md Vicoprotcn.

;-our

Be sure to nore noll' d!tse mareria.ls
make the preKription of Vicoproli:n
. .....- easy on your doctors and their
patients. The preprinted pads cn:~blc con,·cnicnt prescriptions of
To help you in your cfforu, rhc
VicoprotC:n, liS wcU as mhcr preQueen of Pain recenlly discnbu ced
scription drugs, n:quiring only
a number of marerials th~t should
a quick signature. l~t.U. unit
pro\'idc e~ecllent support for selling
_:..1 I ~; .....;:;;"\dose samples help doc.
,..----J
~
tors start their paccnu
Vicoprolen. These include
BRCs lor unit do~ samples, [ :
~ ~~~
on Vic~proko th.erapy,
BREs for prepnntcd pre~ ;~
~. _
many omes even li1 the
scription pads, and BRCs
._
office.
lor patient infonnation and
Ulrimatc:ly, these m:~rc ·
n:bate kia.
S!Jo,. _W>ur domrs h1w r1111 ir isro prurribe Vicoprofitt
rials ensure that nuthItt it~troduci'1J mppftf'r tut"i.W tturma .WI"' salu tJJ/Is.
During your sales calls,
ing stands in the
promou: these value -added services tO your way or your doctors' prescription of \'icoprolcn.
physicians. l1tc best way to know whkh program All you have to do is introduce them to your ph~i­
cians during your calls! .IJM
your customers percc:iYe as ha\ing \'aluc is tO ask-

®B
q:::a _

'(I~k

th{l empr~ss

[n this newsletter, we're introducing "Ask the Empr~:ss,~ a section th~t IC:arures frequent questions
Crusaders ask the EmprCS$ of Analgcsi2. We encourage you to submit questions to the Empress l'il
I'Oicemail, e-mail, or fax.

Crusader: How is progress toward ottr 2000 sales plan?
Empress: The Crusaders h:wc made great progress, :md enabled us to gee close to our goal.
Howc,•cr, we arc not meeting our plan goal :l.t prc..\Cnt, To fully meet our goal, we' ll need ~ II
Crusaders to hone their focus on their key SO surgcoiU, md anesrhcsiologisu-those who ha1·c: rhe
potential to widely prescribe OxyConrio and Vicoprofcn on ~ consistent basis each month.
In doing so, you can build rdauonships ;md c~rablish rapport from the beginning to hdp boose
access lor O,'()'Contin and Vicoprofcn 5alcs prcsenratioiU. When you'ce making calls, consider
OxyContin and Vicoprolcn a coprimary situ1cion- in every 5alcs call you present both Oxyconrin
and Vicoprofcn . In promoting both, you're not only growing prescriptions-you're al$0 promocin~
Abbott Pain Management as the premier company offering produces to meet thc:ir needs tor modcr·
~ce to sc,·ere pain management. Look for future wob to help you in rour Crusade .IJ'~I

ABBOTI DOCUMENT PRODUCTION 8/29/03 DEVOE V. PURDUE PHARMA, ET AL.,
CONFIDENTIAL-SUBJECT TO PROTECTIVE ORDER IN DEVOE V. PURDUE PHARMA ET AL
CIVIL ACTION NO. MER-L-000653-02
'
.,

ABBOTI1 004436

 OXY05996

Gallantry in '(1ction
The Roval Court of OxvContin • acknowkdges
and tXt~nd) its gr.atitud~ to the Knights of the
Round T~blc, .:ompos~d of various Crusaders from
~.ross the l~nd . The Knights have participiltcd in
momhl~· tdcconlcrences, sharing the wisdom
thcy'l·e acquired throughout the Crusade and
aiding the Court in programs and litcmurc
development. Round Table partidpants indude:

ros

Kni~hts:

~dacte

redacted

PDI Knights:
,-\11 hail the Knights of the Round Table in the
Royal Court of OxyConcin!

Qu~~t for th{l ~~~t
.: .. --- ... -- -- ................................. -·- ........................................... ..
:
Qucrt Quiz 1H
Crusaders
:
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:
i'
.,.;u be'''""'"'
1 on the Q;test
..,_

1

l. Tlw btphuK .1bsorJtonn
0\rConDn .we:

h~:li\tt

nf

• · One ~-..:odin ••b/""P ~6h ~.b
IQ m1 0.)-c:onm. Trtotlf•IH

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: J. The ,;\.lncn~ ritRc ~cr tcUillf. bcrM.i\a
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Crusader knowledge reigns
supreme! One hundred
:
forty-two Royu Crusaders
participated in our first Qucn
Qui~. Rl:ward:i fur these
quizzes arc being processed
now. For those Crusaders
curious to Ke how they
performed on the quiz, the
correct amwcrs to Quest Quiz
, 11 are highlighted at left ..\I'M

!

i'
•

J . l•utiuuions
tOt ~,Jmpli·
.uw.:c- -.irh du: Of."' IC.\HU P"in
:
.u.sasmcnr o~nLI~n.UW,nUc:t\L..M~l ·
•
.Wdo b<JinninJ in lOOt . T-;:o•!E•Ill

to~

rC.aNrcd WI n'C'f~· ~-<:unriA

,..~a ~~on .&~:

•· Josm
E.u< ofqiZh >in&k·cntiey
1
b ••..\.n.alscsk ctli..:M.-y ..,m
ptOI'IP'

oruca

c. f c'\cr op~MJ Mdr: cl'ha
cl. lo:o ..:ct>minophcn ur .upirin
!':.. \....L)~ 5;........
t ·\.:..~:.!".d.P.

I. When patKnn 1&kin5 O~yCunUn
ctpc.rial..:c "" cpltodc of'in,i.Jcnul
paia. physicians~:

a. Tio:r.nc U..: do ..
<T1t11' 1 co 1 ~,.,
... fnctatc me diMe uf

OnConun bv 15" to ~0"
c. MWac il by ·~d.minUccrins •
thon·ICllns >tuls<lk:
cL EJ~~f .f?~":Conun &Jo1c

l
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.......... ---- ................ -·----...... -.................................................. --- .... ---·

The Ro\·;11 Court thanks the 43 Crusader.~ who
hal'e r~ponded to the call for Success Stories in
5clling OxyConcin! We've re\·icwed all submis·
sions and arc currendy determining whil:h
Crusaders will rtcei\·c Honorable Mention and
Royal Effort recognition. However, we have
sdc~:tcd the winners of the 250-point Grand l'rize:

redacted

, and/,..,..

In their joint submission, !
deuiled how they've worked together to develop a
long·tcrm stntcgy in selling OxyContin ro
do.:tors who prim~rily prescribe Percocct• and
Vicodin.• In wing this strategy, l

nave not onlv demonstrated teamwork ~nd ti:JIIow ·
through, they've also integrated the OxyComin
core mesn.ge and SASsy close into their c~lls tor
successful selling.
In their Crwadc to champio!)the noble nJmc of
1 lound a ch~llengc in
~",.,. ,...f, ll1l orth<;Pcdic ~urgcon _in P~'·atc: p~~c·
ttce who IS J.lso 1tlih~tcd wuh a umversm· mcdt~Jl
center. During their follow-up 'isiu-whkh I
.1...~ ~. _ conducted by alternating thtir c;.~lls,
with
visiting the otlice one wrrlc. ,,n,J '
'"isiting the ne:~t-thcy learned thatlrfRr.ft:.
busy s.:hcdule permitted little time lor )ales rep
\·isics. In addition, they were intormed by his staff
that ,.../,.. ,... l,rarcly attended lunch and learn
prognms.
0:~.-vContin, ~

ABBOTT DOCUMENT PRODUCTION 8/29/03 DEVOE V. PURDUE PHARMA, ET AL.,
CONFIDENTIAL-SUBJECT TO PROTECTIVE ORDER IN DEVOE V. PURDUE PHARMA, ET AL.,
CIVIL ACTION NO. MER-L-000653-02

ABBOTT1004437

 OXY05997

:-Je1·enhr'. ·S,
1 managed to schedule
lunchc:<.:\ with luring which they .
ti.1rned the Jis.:uss10JT WQ:\yContin dosing, titntion, and connnion recommendations, as noted in
rhc OxyConrin dosing card and Ginsbc:rg/Sinatn
rc:print (Ginsbc:rg c:t al. Conversion from rv PCA
morphine to
orJI controlled·
rdcase oxv·
codonc mblcts
(OxyContin']
for postopcra·
tive pa.in man·
agcment.
International
Anesthesia
Uring dough11urr """ orhtr rruw, ,
~earch
i/lurmmJ llrr JJmr husrjiu ~JOxJContin
Sociery, 72nd
Clinic~! and Sckmific Congress, Orlando, Fla.,
March L998. Poster).
~

As a result, Dr. lt:l (" ~ greed to rry OxyContin for
postopcrath-e pain nnn~gcmcnt, I
write. Howe\'cr, they add, "he seemed more inter·
ested in gc:uing lunch and going otT to sec his neu
patient." (n addition, he noted his disappointment
that their lunch did not include any 5Wcet junk
fuods, such as doughnuts.
Duri ng the lunch, 1,../ ,...,l"~,fond ncu for sugary
foods was also nottL ~.-..-,M;cc: personnel. 'We
••·ere told bv his nurses and office staiT that the best
way to cap~re his mention and develop our rela·
tiOilShip was through junk food," r .
'"
write. ~They ;Uso told us that it wasn't going to be
caS!'· .. su tugcther, we agreed on a swrrt trr1Jlt8J for
tallow-up calls."
The next week, upon her scheduled turn to call
upon Dr.t ':l " ' Susan brought 01 surprise gift: A
tlu sheer cJkc box chat contained an OxvContin
dosing c~rd, as well as doughnuts ;llld s..;a.:k cilkes
placed in an arr.mgement th~t spelled out
~oxyContin."

~The

oftke s.,.tTrnll~d o•·er laughing and I gained
acc.c~ m Dr.f::JC( Sus~ n wri tes in the story.
"When he sal,:' the ~x. Dr..J '1 I" laughed, ~ nd
gQI'e me cwo minutes ot' his \tiil'e. He was in terested
in the sweets, but he also asked me about the con\'crsion !Tom Vicodin ~nd Pcrcocct to O:ryContin."

Since: that ~all, I
continue to tJg·
team their weekly visits, during which they llwa~·s
.~Sk Dr.-1,..., "1 switch three of his VicuJin or
Percocct patients to O~tYContin . "We arc pleased
that we have such a sweet start in dC\·cloping a
relationship with this 'no-sec' physici1n ...Jnd we 'rr:
looking torward to sweet
success with
OxvComin!"
-- ·. and
write.
For thdr sron·,
· and ·

,.••

rc:cci•·e the full
250 Tn\'Pass
dollars ~lloucd
to particularly outstanding Crusader Success Smrir:s .
[n addition, the Royal Court bestoiVs special honors
and accolades to I
1 lor their ingcn·
ious elfura and success in promoting 011:yCuntin-.
All h·m 1rl!:u"'f&d ,r/ ':lr\frCrusadcn
Extr.1ordinairc:! :\PM

11

s~t.: (h.'d S.1k~

for

th~

Tip-.

Rov.1l Cnl'i.ulc

When making your visits to doctors (using
the c:~.ll structure, including the SASsy
dose, naturally!), you can highlight many
aspects ofthe OxyContin• profile. Among
these is that, as a pure opioid agonist and
a single-agent cntiry, OxyContin has no
ceiling to analgesic efficacy and may be
titntc:d to an dli:ctivc dose "''ithout .:on·
~crns about NSAID or acetaminophen
tO):kity.
Plus, physicians may adjwr thr: OxyConrin
dosage without affecting its dosing frc·
qucncy. The upshot is that patients rc:main
on an easy-to-remember q 12h schedule
that c:ncouragc:s compliance-but rest
with gr~tc:r comfort. And when their
paticnu stay comtortablc:, your physkhms
arc bound to look like heroes! .\PM

ABBOTT DOCUMENT PRODUCTION 8/29/03 DEVOE V. PURDUE PHARMA, ET AL.,
CONFIDENTIAL-SUBJECT TO PROTECTIVE ORDER IN DEVOE V. PURDUE PHARMA, ET AL.,
CIVIL ACTION NO. MER-L-000653-02

ABBOTT1 004438

 OXY05998

The 411 on the ISPM
The: deadline: tor submissions for the
Institute tor Su!'Ekal

!'~in

Management (ISPM) i\wJrd
tor Excellence puscd on July
31. Howevc;r, we: c:ncour:~gc .UI
Rov~l Crusaders to .:ontinue
distributing litcrarure regarding
the Insritucc and its mi$sion. The
continued sprc~d of informntion
about the ISl'M and its sponsorship by
Abbotc can only help your surgeons and
rcsidcnts recognize the: importance of
postoperative pain mana.gemcnc and Abbott's
strong conunitrncnt to this cause.

fldvie~

IS PM board participants will determine
recipients of the Award lor E:t.:dlc:m:c .lt the
ISPM .-\d\·isory Bo;~rd meeting this month
(winners will be chosen prior to the
American College: of Surgc:ons
meeting to be held in Chk;~go chis
0L"tobcr). In addition, during
this advisory board mc:c:ting,

IS PM board

partidp;~nts

will

discuss k.cy issues in posr·
operative pain management.
Discussion will ;also em:ompass diverse
pro.:edures tor treating pain alter certain
rypcs of surgcfy. A summary of this p:uti..:ular
discussion will be published, and reprincs \~ill
be made available t() all Crusaders . .\PM

from a ~~!ling ~ag~

just thinlc of selling the product: Patient B is expcricndng ti-om
.4..J Roval Crusaders (and
memb~rs of the Royal Court),
TI'Iiuk also in rcrrru of sohing
Vicodin '? Tell 1·our do.:tnr
their indhidual problems and
we're all working towud the
that, \1icll irs l~nger h.Ufliti:,
meeting their unique concerns.
same: goal. However, every
OxvContin has ti:WI:r sw.:h
Ask questions about the patients dT~ro.
CrUSlder is bound to h4ve his
they saw rod~y, as weU as rhc
or her own sryle of addressing
pro.:edurcs they've done: rccend)'· Ulrimatdy, be sure co explain
that goal. In the: business of
the benefits OxvContin II ill hJI'C:
L.istcn carefully to their
sales, that's a definite: plus:
responses, md then ~:xplain how upon your doL·iors-thcir spc.:ii"·
You 'an use vour individual
ic procedures, their specific pr.l.:·
strengths :ou ~akspt:ople to make OxvContin' can meet their
rices, and of course, rhdr spcLIIk
nc~ds. Did Doctor X have dis·
the sale.
ruptive callb:~eks from Patient Y patients. In taking this tailor·
In f.lct, vour idc:nrirv u im.limade, individualized Jpproa(h,
today, unhappy with his brm·
,·iduals ,",.,jll help you rowud
through pain levels on Pcrcocet'? you'll grab your doctors' Jncn·
the key goal of sales: Developing Explain how O:<yContin
tion tar more ctli:,tin:ll' th;lll ll\'
miling a canned prc:sc~t.ni.on ..
a rc:lationship \\ith ~ch your smooth, sustained blood kvell
do~tors. Mer all, business
throughout L2 hours should
Continue rour Crus,.ding!
decisions otten arc based on
alleviate this problem ~' keeping
emotion. So when you apprD".I!:h patients comtorublc . Is Surgeon
physicians on your call!, don 't
A concerned about the: euphoria
Jerry Eichhorn

or

~

OXYCoNTIN"([
(OXY(OOOH£ H(l (OtlllOll£D-IElWil
!AilE~

DtJIUI 1111 u II H11 m I

For sales representative use only
NOTE: OxyContin, Vicodin, and P.;..cocet are not lr<ldemarlls of Abboll Laboratolle1
I',.,.,

ABBOTI DOCUMENT PRODUCTION 8/29/03 DEVOE V. PURDUE PHARMA, ET AL.,
CONFIDENTIAL-SUBJECT TO PROTECTIVE ORDER IN DEVOE V. PURDUE PHARMA ET AL.
CIVIL ACTION NO. MER-L-000653-02
'
'

ABBOTI1 004439