Vince
Super Moderator
OxyContin went to market in 1996 with a campaign by Purdue Pharma that suggested a less abusable drug, one that doctors could prescribe for moderate pain, in addition to severe pain.
At the center of the company’s marketing aimed at physicians was a single sentence in OxyContin’s original label:
“Delayed absorption as provided by OxyContin tablets, is believed to reduce the abuse liability of a drug.”
Purdue’s marketing campaign relied on that sentence, which claimed OxyContin was believed to be less likely to be abused than other prescription opioids, according to depositions from various sales reps and physicians that were pitched on the drug. But that claim was not backed up by clinical studies.
How one sentence helped set off the opioid crisis
At the center of the company’s marketing aimed at physicians was a single sentence in OxyContin’s original label:
“Delayed absorption as provided by OxyContin tablets, is believed to reduce the abuse liability of a drug.”
Purdue’s marketing campaign relied on that sentence, which claimed OxyContin was believed to be less likely to be abused than other prescription opioids, according to depositions from various sales reps and physicians that were pitched on the drug. But that claim was not backed up by clinical studies.
How one sentence helped set off the opioid crisis
