Key Moments

186 - The Opioid Crisis with Patrick Radden Keefe

Peter Attia MDPeter Attia MD
People & Blogs4 min read142 min video
Dec 6, 2021|40,349 views|543|75
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TL;DR

Investigative journalist Patrick Radden Keefe discusses the Sackler family, Purdue Pharma, and the opioid crisis.

Key Insights

1

The opioid crisis has complex origins involving pharmaceutical companies, distributors, regulators, and prescribers.

2

The Sackler family, through Purdue Pharma, played a central role in the opioid epidemic with the marketing of OxyContin.

3

Purdue Pharma's marketing strategies downplayed addiction risks and aggressively promoted OxyContin for a wider range of pain.

4

Regulatory capture and a "revolving door" between government agencies and the pharmaceutical industry facilitated the crisis.

5

The Sackler family's continued wealth and lack of accountability, despite billions in profits and widespread harm, highlight systemic issues.

6

Addressing the opioid crisis requires more than financial settlements; it demands comprehensive treatment, reduced stigma, and systemic reform.

THE UNRAVELING ORIGINS OF THE OPIOID CRISIS

Investigative journalist Patrick Radden Keefe recounts his journey into the opioid crisis, initially sparked by research into Mexican drug cartels. This led to an inquiry into the surge of heroin and, subsequently, to the role of pharmaceutical companies, specifically Purdue Pharma and the Sackler family, in the legal drug trade. Keefe emphasizes the complex web of actors involved, from manufacturers and distributors to regulators and healthcare providers, highlighting how a focus on Purdue's actions can illuminate the broader systemic failures contributing to the crisis.

THE SACKLER FAMILY'S ASCENSION AND PHARMACEUTICAL AMBITIONS

Keefe traces the Sackler family's origins as children of immigrants who, driven by ambition and the influence of their father's financial struggles, pursued successful careers. Initially drawn to medicine, Arthur, Raymond, and Mortimer Sackler quickly pivoted to pharmaceutical advertising and commerce. Their early work involved innovative marketing strategies for drugs like Librium and Valium, laying the groundwork for their later involvement in pain management and their eventual acquisition and transformation of Purdue Frederick into a pharmaceutical powerhouse.

THE BIRTH OF OXYCONTIN AND THE REVOLUTION IN PAIN MANAGEMENT

Following the success of MS Contin, a time-release morphine formulation for cancer pain, Purdue Pharma sought to extend its patent life and market share. Richard Sackler, a second-generation family member, spearheaded the development of OxyContin, a time-release version of oxycodone. Despite oxycodone's strength, focus groups revealed that physicians perceived it as less stigmatized and potentially weaker than morphine. This perception, coupled with a strategy to broaden the drug's use beyond severe cancer pain to moderate and chronic pain conditions, set the stage for massive market expansion.

THE COMPROMISED APPROVAL AND AGGRESSIVE MARKETING OF OXYCONTIN

The FDA approval process for OxyContin was marked by concerning irregularities, particularly involving reviewer Curtis Wright. Purdue Pharma worked closely with Wright, even assisting in writing his reviews, and the initial package insert suggested the time-release coating reduced abuse liability without robust scientific evidence. This period also saw Purdue aggressively promote OxyContin through a vast sales force, emphasizing its efficacy for various pain types and encouraging long-term use, often downplaying the risks of addiction and diversion.

EARLY WARNING SIGNS AND THE ROLE OF CORPORATE DENIAL

Despite Purdue's narrative of surprise regarding the opioid crisis, evidence suggests the company, including senior executives like Paul Goldenheim, was aware of OxyContin's abuse and diversion issues from its early years. Sales representatives reported instances of overdose deaths and pharmacies being robbed. However, the company largely dismissed these as isolated incidents, attributing the problem to "bad apples" and drug abusers, rather than confronting the fundamental design and marketing of their product, which actively created a market and fueled addiction.

THE AFTERMATH: LITIGATION, BANKRUPTCY, AND UNRESOLVED JUSTICE

The opioid crisis led to numerous lawsuits against Purdue Pharma and the Sackler family. In 2007, Purdue pleaded guilty to misbranding charges, resulting in a fine and a guilty plea from executives to misdemeanors, but no jail time for senior leadership. The family subsequently siphoned billions out of the company before declaring bankruptcy in 2019. A controversial bankruptcy settlement proposes a $4.5 billion payout from the Sacklers in exchange for broad immunity from further lawsuits, a deal many view as insufficient given the scale of the crisis and the family's immense wealth.

THE PERSISTENT CHALLENGES OF ADDICTION AND TREATMENT

Peter Attia shares his personal experience with OxyContin addiction following a back injury and surgery, highlighting the rapid escalation of dosage and the difficulty of discontinuing the drug. He emphasizes the systemic issues within pain management, including inadequate physician training and the aggressive marketing of opioids, which contributed to his own dependence. Attia also discusses the ongoing challenges of relapse, the need for comprehensive treatment options like medically assisted treatment, and the societal stigma surrounding addiction, stressing that the crisis continues to worsen.

THE WIDER SYSTEMIC FAILURES AND THE PATH FORWARD

Keefe and Attia discuss the broader implications of the opioid crisis, including the "revolving door" phenomenon where former government officials take lucrative positions in the pharmaceutical industry, influencing policy and regulation. They touch upon the difficulty of holding corporations and executives accountable, the inadequacy of financial penalties as deterrents, and the political climate that often favors industry interests. While acknowledging the immense human toll and the difficulty of fully rectifying the damage, they stress the need for continued focus on systemic reforms, increased resources for treatment, and reduced stigma.

Common Questions

Patrick Radden Keefe's initial interest in drugs, from cannabis legalization to Mexican cartels, eventually led him to the opioid crisis. His investigation into a surge of Mexican heroin after 2010 revealed its connection to the prescription drug OxyContin, and subsequently, the controversial role of Purdue Pharma and the Sackler family.

Topics

Mentioned in this video

Companies
McKesson

A major pharmaceutical distributor mentioned as an intermediary in the drug supply chain, familiar to the host Peter Attia from his previous life.

Cardinal Health

A major pharmaceutical distributor mentioned as an intermediary in the drug supply chain.

Insys Therapeutics

Another pharmaceutical company whose executives faced and received jail time for their role in the opioid crisis, in contrast to Purdue Pharma executives.

WorldCom

A company notorious for corporate fraud, mentioned as part of a trend of reduced criminal charges and jail time for corporate executives in the last 10-15 years.

Purdue Frederick

The small patent medicine company that Arthur Sackler purchased in 1952 and largely handed over to his brothers, before it became Purdue Pharma.

Purdue Pharma

The pharmaceutical company owned by the Sackler family, responsible for developing and aggressively marketing OxyContin, which played a significant role in the opioid crisis.

Roche

The pharmaceutical company that developed Librium and Valium, for which Arthur Sackler designed successful advertising campaigns.

UnitedHealth Group

An insurance company that filed a fascinating claim in Purdue's bankruptcy, citing an internal study showing hundreds of thousands of their plan members diagnosed with opioid use disorder after being prescribed Purdue opioids.

Enron

A company notorious for corporate fraud, mentioned as part of a trend of reduced criminal charges and jail time for corporate executives in the last 10-15 years.

WhatsApp

A messaging app where a chat log among Mortimer Sackler's heirs revealed a 'lockstep feeling of persecution' and lack of introspection regarding the opioid crisis.

People
Sackler family

The family that owned Purdue Pharma, known for their philanthropy but also for making a vast fortune from OxyContin amid its controversial legacy in the opioid crisis.

Mortimer Sackler

One of the three Sackler brothers who, along with Raymond, ran Purdue Frederick after Arthur's acquisition.

Joaquín 'El Chapo' Guzmán

Leader of the Sinaloa Cartel, who was not a household name when Patrick Radden Keefe first wrote about him in 2012.

Patrick Radden Keefe

An investigative journalist and author who wrote the book 'Empire of Pain' about the Sackler family and Purdue Pharma's role in the opioid crisis.

Rudy Giuliani

Hired by Purdue and the Sacklers as a 'hatchet man' to navigate legal challenges, particularly in pressuring the Justice Department to reduce charges against Purdue executives.

Mortimer Sackler, Jr.

A second-generation Sackler, whose heirs' WhatsApp log revealed their collective feeling of persecution.

Jacqueline Sackler

Married to Mortimer Sackler, Jr., and a board member of Purdue Pharma; she expressed concern over her children attending Manhattan elite private schools due to the family's stigma.

Arthur Sackler

The eldest of the three Sackler brothers, instrumental in developing pharmaceutical advertising and marketing strategies, and an early stakeholder in Purdue Frederick.

CVS Pharmacy

A retail pharmacy chain, representing the retail arm in the drug distribution chain.

Raymond Sackler

One of the three Sackler brothers who, along with Mortimer, ran Purdue Frederick after Arthur's acquisition.

Curtis Wright

The FDA medical examiner who was a key figure in the controversial approval process of OxyContin, later joining Purdue Pharma.

Paul Goldenheim

Chief Medical Officer of Purdue Pharma, who gave sworn testimony to Congress in 2000 denying early knowledge of OxyContin's abuse problem, later contradicted by internal emails.

Marsha Blackburn

US Senator, mentioned as one of the political figures who received donations from the opioid industry and whose actions were influenced by lobbying.

Barack Obama

Former U.S. President who signed HR 4709, a bill that weakened DEA's enforcement capabilities against opioid distribution, although its impact on his awareness is unclear.

Donald Trump

Former U.S. President, whose presidency paralleled Patrick Radden Keefe's writing, used as an analogy for how billionaires can become deluded and out of touch due to their advisors.

Paul McNulty

Involved in the George W. Bush Justice Department, he was one of the individuals who overruled federal prosecutors seeking felony charges against Purdue executives.

Cathy Sackler

A second-generation Sackler and medical doctor involved in Purdue Pharma, who reportedly suggested using oxycodone for a new drug that became OxyContin.

Steve May

A Purdue sales representative in Virginia and West Virginia, who in 1999 learned from a doctor about a young relative's death from an OxyContin overdose.

Alice Fisher

Involved in the George W. Bush Justice Department, she was one of the individuals who overruled federal prosecutors seeking felony charges against Purdue executives.

Lyndon Barber

A former DEA official initially seen as a credible voice against drug distribution, who later became a powerful lobbyist for the pharmaceutical industry, including Cardinal Health.

Mary Jo White

A former US Attorney for the Southern District of New York and former head of the SEC, who represented Purdue and the Sacklers for years, raising questions about the 'revolving door' between government and industry.

Chris Dodd

Former US Senator, mentioned as one of the political figures who received donations from the opioid industry and whose actions were influenced by lobbying.

Orrin Hatch

Former US Senator, mentioned as one of the political figures who received donations from the opioid industry and whose actions were influenced by lobbying.

Richard Sackler

A second-generation Sackler and cousin of Cathy, intimately involved with OxyContin's development and marketing, who strongly believed in its 'no ceiling effect' for dosage.

Tom Marino

Former US Representative, mentioned as one of the political figures who received donations from the opioid industry and whose actions were influenced by lobbying.

Sean Mackey

A pain expert at Stanford who treated Peter Attia's back pain effectively after his opioid addiction, utilizing injections, Neurontin, and NSAIDs.

Robert Drain

The bankruptcy judge in White Plains, New York, chosen by the Sackler family, who approved temporary litigation freezes against the family and is expected to grant permanent immunity through 'non-consensual third-party releases'.

Organizations
Food and Drug Administration

The governmental agency responsible for approving drugs for safety and efficacy, as well as regulating marketing claims.

The Drive Podcast

Hosted by Peter Attia, this is the podcast where the interview with Patrick Radden Keefe about the opioid crisis takes place.

Sinaloa Cartel

A Mexican drug cartel that Patrick Radden Keefe investigated, noting their diversification into different drugs, including heroin, which led him to investigate the opioid crisis.

The New York Times Magazine

A publication for which Patrick Radden Keefe wrote a cover story in 2012 about the Sinaloa drug cartel.

Creedmoor Psychiatric Center

A vast state mental hospital in Queens, New York, where the Sackler brothers witnessed inhumane conditions and considered chemical solutions for mental afflictions.

The New Yorker

A magazine where Patrick Radden Keefe worked full-time, and for which he covered Mexican drug cartels.

Drug Enforcement Administration

The governmental agency responsible for drug enforcement, mentioned as a regulator in the drug supply chain.

Harvard Business School

Reference to a case study approach that Patrick Radden Keefe used to analyze the Sinaloa Cartel as a transnational commodities enterprise.

Erasmus Hall High School

A large high school in Brooklyn where Arthur Sackler first honed his skills in advertising as the advertising manager for student publications.

United States Department of Justice

Investigated Curtis Wright in 2002-2003, and later involved in the federal case against Purdue.

American Medical Association

An organization that introduced 'pain' as the fifth vital sign and received funding from the Sackler family and Purdue, highlighting industry influence on medical standards.

Johns Hopkins Hospital

The hospital in inner city Baltimore where Peter Attia did his residency, and encountered many patients with IV drug-use related infections, providing early insights into the heroin crisis.

George W. Bush administration

His Justice Department overruled federal prosecutors in Virginia, preventing felony charges against Purdue executives in 2007.

Drugs & Medications
Thorazine

A major tranquilizer for psychotic patients, described as a game-changer that emptied asylums and showed the Sackler brothers a glimpse of their envisioned future in chemical solutions.

Fentanyl

A powerful synthetic opioid, a significant contributor to opioid overdose deaths, particularly in the later stages of the crisis, often coming from China or Mexico.

Vioxx

A strong NSAID that 'basically saved' Peter Attia by breaking the cycle of pain, allowing him to avoid narcotics post-surgery.

Librium

A minor tranquilizer developed by Roche, whose marketing and advertising strategy was designed by Arthur Sackler, becoming the biggest selling drug in pharmaceutical history.

Percocet

A combination pill containing oxycodone, where oxycodone was seen by physicians as more benign due to its smaller dosage when cut with acetaminophen.

Nortriptyline

An antidepressant suggested by Peter Attia's girlfriend to help him manage opioid withdrawal symptoms during his cold turkey cessation attempt.

Marcaine

A long-acting sodium channel blocker, like Novocaine, which studies showed could prevent incisional pain if injected before surgery, reducing the need for postoperative narcotics.

MS Contin

Purdue's ground-breaking cancer pain drug, a continuous-release form of morphine, which served as the precursor and inspiration for OxyContin.

Hydrocodone

An opioid, mentioned in comparison to oxycodone; its continuous-release form was considered a potential 'aha moment' for Purdue after MS Contin.

Percodan

A combination pill containing oxycodone, where oxycodone was seen by physicians as more benign due to its smaller dosage when cut with aspirin.

Neurontin

A non-addictive, benign drug used by Peter Attia to deal with neuropathic pain during his recovery from back injury and addiction, though it has sedating effects.

Subsys

The product of Insys, implicated in explicit bribery schemes, which led to jail time for its CEO, in stark contrast to the Purdue case.

Oxycodone

The active ingredient in Percocet and Percodan, chosen for OxyContin due to its perceived benign nature and weaker stigma compared to morphine, despite being stronger.

acetaminophen

A non-opioid pain reliever, used to cut oxycodone in Percocet.

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