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Visual graphic of oxycontin pills in 10, 20, 40, 80, and 160 milligram formations.
OxyContin pills in various doses. (Photo: Openverse/vitualis)

Purdue Pharma begins aggressively marketing OxyContin.

1996

The Story of Opium
PHA
OC
OxyContin pills in various doses. (Photo: Openverse/vitualis)

Purdue Pharma begins marketing OxyContin in 1996. It uses marketing data-targeted promotion tactics to promote the drug to physicians, and offers a starter coupon program to patients.

Despite the unclear benefits of OxyContin in reducing pain for non-cancer patients, and there being mixed research on the drug's potential to be abused, the opioid becomes popular. Prescriptions will rise from 670,000 in 1997 to 6.2 million in 2002.