Inside "Operation Change Agent": Mallinckrodt's Plan for Capturing the Opioid Market.
Context: The United States is deeply entangled in an opioid crisis that began with the overuse of prescription painkillers. At the height of the prescription opioid crisis (2006–2012), Mallinckrodt Pharmaceuticals was the nation's largest opioid manufacturer. This study explores Mallinckrodt's strat...
| Publicado en: | Journal of Health Politics, Policy & Law Vol. 49; no. 4; pp. 599 - 631 |
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| Autores principales: | , , , |
| Formato: | Artículo |
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Duke University Press
Aug2024
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=178334402&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 178334402 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 03616878 HPP jtl: Journal of Health Politics, Policy & Law issn: 03616878 maglogo: N pubinfo: dt: Aug2024 vid: 49 iid: 4 pid: 154 pub: Duke University Press artinfo: ui: 178334402 10.1215/03616878-11186127 ppf: 599 ppct: 32 formats: tig: atl: Inside "Operation Change Agent": Mallinckrodt's Plan for Capturing the Opioid Market. aug: au: Eisenkraft Klein, Daniel MacKenzie, Ross Hawkins, Ben Koon, Adam D. affil: University of Toronto University of New South Wales Cambridge University Johns Hopkins University su: United States Language & languages Lobbying Health policy Marketing Oxycodone Emotions Motivation (Psychology) Organizational change Communication Public health Health promotion Sales personnel Pharmaceutical industry Opioid analgesics sug: subj: Language & languages Lobbying Health policy Marketing Oxycodone Emotions Motivation (Psychology) Organizational change Communication Public health Health promotion United States Public Relations Agencies Marketing Consulting Services Administration of Public Health Programs Pharmaceutical Preparation Manufacturing Drugs and Druggists' Sundries Merchant Wholesalers Pharmaceuticals and pharmacy supplies merchant wholesalers Pharmaceutical and medicine manufacturing Health and Welfare Funds Sales personnel Pharmaceutical industry Opioid analgesics keyword: medical education medical marketing opioids Oxycontin pharmaceuticals medical education medical marketing opioids Oxycontin pharmaceuticals ab: Context: The United States is deeply entangled in an opioid crisis that began with the overuse of prescription painkillers. At the height of the prescription opioid crisis (2006–2012), Mallinckrodt Pharmaceuticals was the nation's largest opioid manufacturer. This study explores Mallinckrodt's strategies for expanding its market share by promoting a new opioid. Methods: The authors used the Opioid Industry Document Archive to analyze the incentive structures, sales contests, and rhetorical strategy behind Mallinckrodt's "Operation Change Agent," a campaign to switch patients from OxyContin to Mallinckrodt-manufactured painkillers. A structured search of the archive in October 2022 retrieved 464 documents dated between 2010 and 2020. Findings: The authors identified a range of Mallinckrodt's sales force motivational techniques, including hypertargeting high-decile prescribers, providing free trial kits, using emotion-based language to connect with prescribers, and strategies for opposing prescriber resistance. Throughout, managers used specific incentivization metaphors to frame strategies in terms of sport and ultramarathons. Conclusions: This research on internal corporate strategy joins the growing challenges to industry claims that opioid sales teams simply educated providers and helped fill existing demand for their products. It has important implications for regulatory policy and consumer protections that can better protect health in the face of competitive market forces. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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