OxyContin Marketing Campaign (1996-2007)
Purdue Pharma launched OxyContin in 1996 with claims that extended-release formulation made it less addictive—later proven false. Sales representatives told doctors addiction risk was "less than one percent." Prescriptions for non-cancer pain rose from 670,000 in 1997 to 6.2 million by 2002. Purdue pleaded guilty to federal charges in 2007, paying $600 million.
OxyContin became the bestselling opioid in America, generating over $35 billion in total revenue for Purdue.
The aggressive marketing created millions of opioid dependencies, seeding the overdose epidemic that has killed over 800,000 Americans since 1999.
Suzetrigine enters a medical system still traumatized by opioid overprescription. The drug's value proposition—matching opioid-level pain relief without addiction potential—directly addresses the problem OxyContin created. But doctors burned by past promises may be skeptical of any new pain medication's claims.
