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    How Advertising Shaped the First Opioid Epidemic | Science | Smithsonian
    ▻https://www.smithsonianmag.com/science-nature/how-advertising-shaped-first-opioid-epidemic-180968444

    hen historians trace back the roots of today’s opioid epidemic, they often find themselves returning to the wave of addiction that swept the U.S. in the late 19th century. That was when physicians first got their hands on morphine: a truly effective treatment for pain, delivered first by tablet and then by the newly invented hypodermic syringe. With no criminal regulations on morphine, opium or heroin, many of these drugs became the “secret ingredient” in readily available, dubiously effective medicines.

    In the 19th century, after all, there was no Food and Drug Administration (FDA) to regulate the advertising claims of health products. In such a climate, a popular so-called “patent medicine” market flourished. Manufacturers of these nostrums often made misleading claims and kept their full ingredients list and formulas proprietary, though we now know they often contained cocaine, opium, morphine, alcohol and other intoxicants or toxins.

    Products like heroin cough drops and cocaine-laced toothache medicine were sold openly and freely over the counter, using colorful advertisements that can be downright shocking to modern eyes. Take this 1885 print ad for Mrs. Winslow’s Soothing Syrup for Teething Children, for instance, showing a mother and her two children looking suspiciously beatific. The morphine content may have helped.

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      Purdue Pharma provided physicians with starter coupons that gave patients a free seven to 30-day supply of the drug . The company’s sales force—which more than doubled in size from 1996 to 2000—handed doctors OxyContin-branded swag including fishing hats and plush toys. A music CD was distributed with the title “Get in the Swing with OxyContin.” Prescriptions for OxyContin for non-cancer related pain boomed from 670,000 written in 1997, to 6.2 million in 2002.
      But even this aggressive marketing campaign was in many ways just the smoke. The real fire, Alexander argues, was a behind-the-scenes effort to establish a more lax attitude toward prescribing opioid medications generally, one which made regulators and physicians alike more accepting of OxyContin.

      “When I was in residency training, we were taught that one needn’t worry about the addictive potential of opioids if a patient had true pain,” he says. Physicians were cultivated to overestimate the effectiveness of opioids for treating chronic, non-cancer pain, while underestimating the risks, and Alexander argues this was no accident.

      Purdue Pharma funded more than 20,000 educational programs designed to promote the use of opioids for chronic pain other than cancer, and provided financial support for groups such as the American Pain Society. That society, in turn, launched a campaign calling pain “the fifth vital sign,” which helped contribute to the perception there was a medical consensus that opioids were under, not over-prescribed.

      #opioides #sackler

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