I probably should have read the article
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Since the 1990s, doctors have been under more and more pressure to treat pain as a serious medical issue. Pharmaceutical companies took advantage of this desire, marketing opioid painkillers like OxyContin and Vicodin as a safe, effective solution to pain.
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privatised health care and the profit incentive to prescribe high cost pain kills. I believe the Drs get a kickback from the companies for pushing a particular brand (could be wrong on that though).
Also, who put the pressure on the Drs to treat pain as such? Politicians? Why would they? I imagine leant on (or the term is "lobbied" by big pharma. Would be interesting to see the "donations"* paid to politicans from big pharma right around that time and who profited from this.
* I always find this funny who we in the west call this "donations" but when reporting on third world countries it is termed a "bribed". Paying money to get what you want from government so you can make more money....