The company’s focus had changed, too. No longer were its targets the relatively few pain doctors and anesthesiologists. The new targets were family doctors, general practitioners, nurses, and physicians’ assistants who prescribe pills. Purdue had created fifty smaller sales territories, allowing reps to spend more time with these professionals, who were generally overworked and untrained in pain management. The smaller doses, 10 mg and 15 mg pills, allowed reluctant family doctors to begin prescribing OxyContin more cautiously—and would lead to higher-dose prescriptions in the future, the
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