The what?

Some years ago my friend visited a Japanese pharmaceutical company which has just introduced the contraceptive pill to Japan and whose shares were going through the roof as a consequence. She was asking ten company officials, each with a pile of files, detailed questions (in English which was then translated into Japanese) about sales, pricing and distribution and they were consulting their papers and replying, their answers relayed in English by the translator. She then asked, "Do you think that the Morning After Pill will affect your sales?" The officials consulted with one another. One was sent outside the room and returned with another large file. There was much discussion and the translator said, "The morning after what?"