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Percocet endo pharma1/21/2024 ![]() "The increase in competitor promotional spending was targeted very specifically at prescribers of the Ox圜ontin brand of oxycodone and at prescribers previously targeted by Purdue's promotion of Ox圜ontin." "We don't see the same kind of jump in competitor promotional spending for oxycodone prescribers in general," Tan said. Ox圜ontin contains larger doses per pill, but there are no other real differences between Ox圜ontin and oxycodone-a fact Purdue Pharma was forced to publicly acknowledge as part of a plea deal in a 2007 federal case. The authors also examined the average expected health care spending of prescribers' patients, which helped to control for conditions that may legitimately call for pain management.Īfter Purdue Pharma reduced its spending to promote Ox圜ontin, competitors increased spending to promote opioids to prescribers of Ox圜ontin specifically. The CMS database allowed researchers to see which doctors were targeted for promotional visits by pharmaceutical sales representatives, what drugs were promoted during these sales visits and what opioids these doctors prescribed. ![]() Meanwhile, competing companies' sales representatives increased their spending by 160% from 2016 to 2017. That number dropped to only $54,000, a 94% decrease, in the years after the lawsuit from 2016 to 2017. Researchers then analyzed data from more than 600,000 prescribers who appeared in the Open Payments database of the Centers for Medicare & Medicaid Services (CMS), which tracks money spent by pharmaceutical sales representatives to promote drugs to physicians.įrom 2014 to 2015, Purdue Pharma sales representatives spent $1.5 million on food and beverage during visits to promote Ox圜ontin to prescribers. The list includes branded and generic forms of oxycodone, hydrocodone and fentanyl, among others. Food and Drug Administration's Opioid Analgesic Risk Evaluation and Mitigation Strategy. The authors identified competing pharmaceutical companies using the U.S. In this case, researchers found that when one company reduced its engagement in a questionable practice, its competitors saw an opportunity to fill the void. This study suggests that private actions against individual companies, such as lawsuits and boycotts, can have unintended and counterproductive side effects. "Unfortunately, I think, rather than serve as a warning to the rest of the industry, this lawsuit created an opportunity for competitors by weakening Purdue's marketing grasp over its lucrative Ox圜ontin prescribers." The ideal is that private lawsuits against individual companies have the potential to bring about industry-wide change. ![]() ![]() "We hope that when one company gets sanctioned, other companies will take that as a warning and try to avoid those kinds of activities. "We can't rely on companies to take warnings from lawsuits that happen against other companies," said David Tan, co-author and associate professor of management in the UW Foster School of Business. But the UW study, recently published online in Strategic Management Journal, shows the lawsuit had the opposite effect on competing pharmaceutical companies.Ĭompetitors increased their spending instead, promoting opioids to physicians previously pursued by Purdue Pharma, including in counties where the opioid crisis was known to be severe. The United States Supreme Court recently agreed to review Purdue Pharma's bankruptcy case, temporarily blocking the implementation of a $6 million deal.Īfter the 2015 lawsuit, Purdue Phama significantly decreased spending to promote Ox圜ontin-its controversial, controlled-release oral formulation of oxycodone hydrochloride. ![]() New research from the University of Washington examines the behavior of prescription opioid companies following those key events. In 2015, a judge denied Purdue Pharma's final request to prevent the case from proceeding to trial and allowed confidential documents from the case to be shared with other potential plaintiffs considering litigation against Purdue Pharma. Public scrutiny of Purdue Pharma's role in the opioid crisis increased sharply in the years following 2007, when the state of Kentucky filed a lawsuit against the company. Owned by the Sackler family, the company is known for aggressively and deceptively marketing opioids -Ox圜ontin in particular-to prescribing doctors. ![]()
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