Mitigating the Opioid Crisis.
I am not unacquainted with persistent aches and pains of a body living into its ninth decade. However, only once have I been given a prescription for an opioid, Oxycodone. It was enough for ten days following a surgery on my foot. I discovered I needed to take only one half of the recommended dose and for only five days. I’ve been very fortunate.
I have also witnessed the pain of others, both physical and mental as an army medic in the early 60’s at Walter Reed Army Medical Center. There was ongoing discussion about the appropriate use of drugs and their observed side effects on patients. For eighteen months I was selected to work on a research ward where the psychiatric treatment program was drug-free. This project was contrary to the prevailing trend to rely on the surge of new psychotropic drugs. We experienced results that matched and exceeded the dependence on drug therapy.
I know that some prescription drugs can be life-saving while others contribute to a reduction in chronic pain leading to a more comfortable and fulfilling life for many people. I do not advocate restricting doctors from prescribing drugs to alleviate persistent pain. However, even with my experience over the years to be judicious in the use of drugs, I’m now subjected to daily multiple TV ads showing people who have taken a prescription drug experiencing happiness, wealth, and health while enjoying life with colleagues, friends, and family. An authoritative voice in the background affirms, all you need to do to be like these people is to “ask your doctor about…” a particular drug. The commercials tempt us to use drugs as the vehicle for the good life. In one two-hour evening I’m told to ask about nine different prescriptions. I’ll give their generic names to avoid promoting the familiar brands: secukinumab, adalimumab, diphtheria CRM 197, sacubitril/valsartan, rivaroxaban, crisaborole, apixaban, etanercept, and cariprazine.
Not surprisingly, the push by drug companies to normalize the dependence upon drugs of many kinds is driven not so much for health as for financial gain. PBS Evening Edition recently reported the company, Purdue Farmer, that formulated and produces the opioid, Oxycodone, is being sued for its efforts to continue to expand sales in spite of the growing opioid crisis. The report includes a Purdue board member urging efforts to increase sales by arguing, “The important thing is increasing the company’s bottom line, not taking responsibility for the dangers of the drug or the people who abuse it.”
I have also received an email letter from Senator Jeanne Shaheen announcing she has introduced legislation, the End Taxpayer Subsidies for Drug Ads Act. This bill focuses on drug prices and drug company profits. She points out that drug companies are allowed to deduct from their federal taxes the billions of dollars spent on advertising. This loophole in the tax code encourages drug companies to inundate the airwaves with tax free commercials. “Aggressive advertising increases demand so that drug companies can continue to hike up drug prices,” Shaheen explains. “This scheme yields an incredible windfall for the drug companies and it needs to end.”
Discouraging the deluge of TV drug commercials has several effects. Senator Shaheen seeks to reduce the cost of prescription drugs by decreasing the demand for them. Another effect of fewer drug ads would be the weakening of the subliminal message that drug use is a normal and common-sense way to live and solve all of our problems, rather than using drugs only for exceptional and special situations. Finally, there would be fewer temptations to seek a drug for every eventuality. Normalized drug usage has been an easy enticement into using opiates to improve a person’s life. As these enticements fade with fewer drug ads, so will a significant cause of the opioid epidemic.
Therefore, one way to confront the opioid epidemic is to limit the dissemination of drug ads on TV and other media. (This has been done with liquor commercials for years, although they are creeping back in occasionally). Supporting the passage of Shaheen’s bill to End Taxpayer Subsidies for Drug Ads Actmay not only take away a subsidy from wealthy drug companies and reduce drug prices. It may also put an end to the normalization of excessive drug use. The bill could free people from the inducement to “Ask your doctor about” a particular drug and instead open the conversation to, “ask your doctor about choices of treatment appropriate for your particular situation.” And it may contribute to the mitigating the opioid drug crisis.