America's Opioid Crisis:
Part I - The Four Waves
Smith Research Fellows Staff

Oxycontin to Heroin: The First Two Waves,
1995-2017
Opioid Era in America—our new Gilded Age, where companies dispensed with any moral or ethical concern in the pursuit of making money.
Sam Quinones[1]
Serotonin and dopamine are neurotransmitters, chemical messengers, sent from the body’s neurons to cells and muscles related to bodily functions. Serotonin is essential for regulating emotions. When one’s levels of serotonin are properly balanced, their mood and sense of well-being are more stable. Dopamine, on the other hand, is a neurotransmitter that is responsible for how one experiences pleasure. When one does something enjoyable, the dopamine release tells their brain that this feels good, motivating one to repeat that activity. Healthy dopamine levels can enhance one’s motivation and ability to concentrate. Thus, while serotonin inhibits many forms of impulsive behavior, dopamine enhances it.[2] Human brains have evolved to keep serotonin and dopamine in balance naturally. Dopamine tells us that something better awaits us; serotonin says we have had enough.
Morphine, heroin, opium derivatives, and synthetically opioids, like fentanyl, when introduced to the body, increase dopamine while reducing serotonin. Desire overwhelms moderation and contentment. Furthermore, “dopamine levels don’t diminish when a person uses a drug of abuse. They stay and prod the person to consume more. When the drug is removed, the dopamine plummets far below normal levels, leaving one frantically wanting more. This is part of how cravings are created.”[3]
The body produces opioids naturally but not enough to stop severe or chronic pain. When prescribed and used properly, opiates can mitigate pain, allowing patients to feel and function normally.[4] Opiates are commonly used to treat patients in severe pain from cancer treatment or major surgery. One opiate narcotic painkiller often prescribed by doctors is Oxycodone, which has an immediate painkiller effect when taken. Another painkiller, Oxycontin, was developed in 1995 for those suffering from mild to moderate pain and needing pain relief for a longer period. Oxycontin has a much stronger effect on pain because it has a high concentration of Oxycodone. Medications that have Oxycodone added can relieve pain for between four to six hours, while Oxycontin can relieve pain for about 12 hours.[5]
The First Wave: Purdue Pharma
The addictiveness of opiates dictated a long-standing prescription practice administered by specialists. This practice changed in 1996 when Purdue Pharma introduced a controlled-release version of Oxycontin designed to be less addictive than the instant-release version but equally as effective in relieving pain. This claim became a huge selling point of Purdue Pharma’s advertising campaign of Oxycontin—an advertising campaign that led to a sharp increase in the rate of opioid prescriptions.
From 1996 to 2002, Purdue Pharma’s annual sales of Oxycontin increased from $44.7 million to $1.5 billion (U.S. General Accounting Office Report – Oxycontin). To increase its marketing reach to physicians, Purdue doubled the size of its prescription sales division, creating a division specifically focused on doctors that operated out of hospitals. In 1996, its 300-person sales team had a call list ranging from 33,400 to 44,500 doctors. By 2001, the sales team had grown to 700 representatives with a call list ranging from 70,500 to 94,000 doctors.[6]
As Purdue Pharma began its advertising campaign, the firm began to make greater use of prescriber profiles. For Purdue Pharma, the use of prescriber profiles and its increased sales force helped dramatically expand the marketing of Oxycontin. Purdue also hosted numerous physician symposiums focused on pain management and the effectiveness of Oxycontin. As noted, Purdue’s marketing strategy of Oxycontin was a success. Prescriptions for Oxycontin from primary care physicians was Purdue’s leading source of sales from 1996 to 2002.
The global management and consulting firm McKinsey and Company recommended to Purdue Pharma a plan that Purdue referred to as “Evolve to Excellence” (E2E), which aimed at urging doctors to prescribe the pill at higher doses. With McKinsey, Purdue developed the FieldGuide software that allowed the company to target high-prescribing doctors. In a review of thousands of internal McKinsey documents, the New York Times found that the firm repeatedly allowed employees who served pharmaceutical companies, including opioid makers, to also consult for the US Food and Drug Administration (FDA)—the drug industry’s primary government regulator. New York Representative Carolyn Maloney, commented that “at the same time the FDA was relying on McKinsey’s advice to ensure drug safety and protect American lives, the firm was also being paid by the very companies fueling the deadly opioid epidemic to help them avoid tougher regulation of these dangerous drugs.”[7]
Unfortunately, problems with Oxycontin abuse began surfacing in 2000 when there was an increase in the number of reports of patients visiting several doctors in hopes of receiving one or multiple prescriptions. In 2002, Oxycontin was cited as one of the leading causes of admittance to rehabilitation clinics in several Appalachian states. The rise in OxyContin abuse, in turn, led to a congressional hearing in 2001 in which officials from Kentucky, Virginia, and West Virginia testified to lawmakers about Oxycontin abuse in their states. In 2003, the United States General Accounting Office (GAO) released a report in which it recommended a new FDA label for Oxycontin and the development of a risk-management plan to lower the abuse of Oxycontin along with a national response to deal with Oxycontin abuse going forward.
By 2010, national awareness of the problems associated with overprescribing opioids — what would later be described as the “first wave of the opioid crisis’’— was growing and led other states to crack down on the clinics operating in their jurisdictions. Along with the closing of pain clinics, state and local law enforcement agencies implemented stricter monitoring methods to track the prescriptions of painkillers and began suspending the medical licenses of doctors found guilty of inappropriate prescriptions. In Ohio, for example, the Governor’s Cabinet Opiate Action Team (GCOAT) was launched in 2011 to combat the state’s prescription opioid abuse. In May of 2011, the governor also signed Ohio House Bill 93, which placed tighter controls and limitations on physicians prescribing opioids. (In 2011, 27 of 136 physicians were targeted in Ohio for inappropriate prescriptions or lenient pain clinic operations.)[8]
In 2004, the West Virginia Attorney General sued Purdue for reimbursement for excessive prescription costs. West Virginia was followed by Kentucky in 2007 when their Attorney General sued Purdue over widespread oxycontin abuse in Appalachia. By January 2019, 36 states had filed suits against Purdue Pharma. Finally, in October 2020, Purdue agreed to an $8 billion settlement, pleaded guilty to three criminal charges, and agreed to reorganize as a public benefit company under a trust that is required to consider American public health.
In 2021, nationwide settlements were reached to resolve all opioid litigation against the three largest pharmaceutical distributors—McKesson, Cardinal Health, and AmerisourceBergen—and against Janssen Pharmaceuticals, Inc. and its parent company Johnson & Johnson. The settlement calls for the distributors to pay up to $21 billion over 18 years, and for Johnson & Johnson to pay an additional $5 billion. In 2022, settlement agreements were announced with three pharmacy chains—CVS, Walgreens, and Walmart—and manufacturers, Allergan and Teva. Teva agreed to pay up to $3.34 billion over 13 years and to provide $1.2 billion of its generic version of the drug Narcan over 10 years; Allergan agreed to pay up to $2.02 billion over seven years, CVS $4.90 billion over 10 years, Walgreens $5.52 billion over 15 years, and Walmart $2.74 billion in 2023.[9] [10] In a 2023 settlement, Kroger agreed to pay up to $1.2 billion to states and subdivisions and $36 million to Native Americans.[11] Finally, McKinsey agree to pay approximately $870 million to resolve lawsuits by hundreds of US local governments, school districts, and state Attorneys General.[12]
The Second Wave: Heroin
By all accounts, the concerted efforts in Ohio, Kentucky, Florida, and other states were effective in reversing the increasing trend in prescription-drug overdose. In Ohio, for example, prescription opiates decreased from 45% of all unintentional drug overdoses in 2011 to 22% in 2015. The number of prescriptions for opiates and patients receiving opiates also dropped significantly from 2012 to 2015.
The decline of opioid availability left the large number of people who had developed a prescription-opiate addiction with few options. Many addicts began buying heroin. Narcotics traffickers and drug cartels realized that an illicit market for opioids had already been created and, with demand in place, saw the opportunity to profit from distributing this horrendous substitute. Many people addicted to prescription opiates discovered that they experience a very similar high from using heroin. A 2016 intelligence study by the Drug Enforcement Administration (DEA) reports that nationwide heroin-related deaths more than tripled from 2010 to 2014. In Ohio, the proportion of drug overdoses due to heroin surpassed prescription opiates, and heroin accounted for over 45% of all the unintentional drug overdose deaths from 2013 to 2015.
Unfortunately, while the closing of pill mills, the suspension of medical licenses for inappropriate prescriptions, and state and county suits and judgements against Purdue Pharma reversed the prescription opiate epidemic, it did not stop the increases in the number of opiate overdoses. The rise in heroin death following the prescription crisis led to the “second wave of opioid crisis.”
Fentanyl and Super Meth:
The Third and Fourth Waves
Fentanyl
“The Mexican drug cartels, hardening and seemingly indifferent to human suffering, have a fearful respect for fentanyl, they called it El Diablo, “The Devil.”