第70章 STP MARKETING 目标市场营销
Behind the Scenes， McKinsey Guided Companies at the Center of the Opioid Crisis.
在阿片类药物滥用的幕后，麦肯锡为危机中心的公司出谋划策
By Chris Hamby and Michael Forsythe
In patches of rural Appalachia and the Rust Belt， the health authorities were sounding alarms that a powerful painkiller called Opana had bee the drug of choice among people abusing prescription pills.
在阿巴拉契亚乡村及铁锈地带的部分地区，卫生当局发出警报称，处方药滥用人群对一种强力止痛药趋之若鹜，这种药物名为“奥帕纳”（Opana）。
Opana’s manufacturer， the pharmaceutical pany Endo， had scaled back promotion of the drug. But months later， the pany abruptly changed course， refocusing resources on the drug by assigning more sales representatives.
奥帕纳的制造商远藤国际制药（Endo）原本已经缩减了该药物的推广规模。但几个月后，该公司突然改变策略，重新将资源集中到该药物上，为其指派了更多的医药销售代表。
The push was known internally as the Sales Force Blitz — and it was conducted with consultants at McKinsey & Company， who had been hired by Endo to provide marketing advice about its chronic-pain medicines and other products.
在该公司内部，这场推广被称为“销售团队闪电战”。而由于麦肯锡公司受雇于远藤国际制药，为其慢性疼痛药物及其他产品提供营销建议，因此，这场行动正是由麦肯锡的咨询顾问和远藤国际制药一起进行的。
The untold story of McKinsey’s work for Endo was among the revelations found by The New York Times in a repository of more than 100，000 documents obtained by a coalition of state attorneys general in a legal settlement related to McKinsey’s opioid work.
而麦肯锡受雇于远藤国际制药的这段内幕，其实只是《纽约时报》披露的众多爆料之一。这些爆料都来源于一个由各州检察长组成的联盟，他们曾与麦肯锡达成一项有关其阿片类药物业务的法律和解协议，从中，他们获得了超过10万份的文件资料。
Much has been disclosed over the years about McKinsey’s relationship with Purdue Pharma. But The Times found that the firm played a far deeper and broader role in advising clients involved in the opioid crisis than was publicly disclosed.
多年来，麦肯锡与普渡制药的关系已遭大量揭露，该公司为卷入阿片类药物危机的客户提供咨询也不再是个秘密。但《纽约时报》发现，麦肯锡在其中发挥的作用，要远比公开披露的更加深入广泛。
The firm helped clients adopt more aggressive sales strategies， which， on at least two occasions， led panies to shift resources to more potent products. It profiled and targeted physicians， in some instances trying to influence prescribing habits in ways that federal officials later warned heightened the risk of overdose.
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