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From: Dr Richard Sackler

Sent: Wednesday, April 23, 1997 10:53 AM
To: Michael Friedman

SuMed: ReBySanAMOmo

hnpodance; Low

excellent points.

what about rifle shots?

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Subject: Re[2]: San Antonio
Author: Michael Friedman at NORWALK
Date: 4/22/97 3:19 PM

Richard,

There will always be misconceptions about drug substances. For
controlled release drugs, many of these misconceptions are the result
of residual attitudes associated with the immediate release forms. For
example, morphine has a "personality" that was shaped when it was an
IV drug. Oxycodone has a "personality" that is influenced by many
years of oxycodone use in Percocet. We have built a large part of our
platform on this personality and used it to differentiate OxyContin
from MS Contin and Duragesic. This differentiation has lead to much

non~malignant business.

Marketing is not only about what you are. It is also about what you
are not. We have a success beyond our expectations that is,in part,
due to the unique personality of OxyContin. Even as we seek to
increase the use of the drug in higher doses, we should be very
careful. As far as I know, the strength of the drug is principally a
barrier in malignant pain. We do not want to change the image in a way
that will discourage non-malignant use. A barrage would be ill
advised.

MF

 

 

 

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Subject: Re: San Antonio
Author: Dr Richard Sackler at NORWALK
Date: 4/22/97 11:45 AM

Michael,

I am somewhat surprised that 18 months into marketing, significant
groups of experts (oncologists, for example) believe that oxycontin
has a ceiling effect.

What materials could we pull together that would smash this critical
misconception? Can we put together some approaches and test whether
they would be potent Weapons in this effort?

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86002645750

7 PDD17
IN COMMONWEAEODIIEIDENTIAL SUBJECT TO PROTECTIVE ORDER 01801141
PHARMA ET KENTUCKY, Ex REL. JACK CONWAY, ATTORNEY GENERAL PURDUE
- ., AL, CIVIL ACTION NO. 070?01303 (PIKE COUNTY CIRCUIT COURT)

 

 

 

 

 

A

Subject: San Antonio

Author: 

Date:

Michael Friedman at Norwalk
4/21/97 5:10 PM

fyi

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Subject: San Antonio

Author:

Date:

the focus group moderators provide, however

James Lang at NORWALK
4/20/97 10:04 AM

Mark

I sat in on one of the Oncology Focus groups on Friday evening. You
will have an opportunity to listen to the tapes and whatever summaries
it appears the issues
effecting Oncologist?s utilization of OxyContin are and continue to

be

0 feel the product dosing has a ceiling

0 Don't feel it is as strong as Ms Contin

0 Like and are very comfortable with Ms Contin and don't see a
need for another product except where Ms Contin fails.

Interestingly, when asked to describe what they like about OxyContin
they for the most part cited all the key points our reps are or shonld
be stating in their sales presentations. This observation was similar
to the others who attended the other Oncology focus group.

The anesthesiology focus group Saturday evening was of less value
however their primary concerns were the Medtronic pump being used by
the orthopods and the need for Purdue to educate surgeons on proper
post surgery pain management, and fears with opiod prescribing.

As we prepare for the up coming one day district meetings the above
topics should part of the focus for our training. Any suggestions
your people may have would be appreciated.

jim

CONFIDENTIAL SUBJECT TO PROTECTIVE ORDER

8600264576
PDD1701801142

IN COMMONWEALTH OF KENTUCKY EX REL JACK CONWAY ATTORNEY GENERAL 
. . PURDUE
PHARMA L.P., ET AL., CIVIL ACTION NO. (PIKE COUNTY CIRCUIT COURT)