How did Purdue incentivise sales of higher doses?
A 1996 memo offered bonuses for 40mg sales and by 2014 more than half of long-term OxyContin patients were on doses the CDC later recommended avoiding — helped by McKinsey advice to "turbocharge" sales and focus on high-volume prescribers.
According to the LA Times reporting summarised by CBS, a 1996 internal memo offered bonus incentives stating "He who sells 40mg will win the battle". By 2014, more than half of long-term OxyContin patients were receiving doses the CDC later recommended doctors "avoid" or "carefully justify." Purdue also worked with consultancy McKinsey, which states said advised it to focus sales on "higher, more lucrative dosages", increase visits to high-volume prescribers, and design a plan to "turbocharge" OxyContin sales at the epidemic's peak. In 2021 McKinsey agreed to pay $573 million to nearly every state, without admitting wrongdoing, and committed never again to advise on opioid-related business.