Back in the day the hospitals all started telling health care providers to consider pain the "fifth vital sign" and almost overnight the doctors went from being cautious with narcotics to prescribing them for almost any kind of pain, all as a result of Purdue Pharm's marketing. "Why should people suffer? We can treat their pain!" A few years later it changed almost overnight again to "You want narcotics? Are you drug-seeking? You should see an addiction counselor." Neither of these changes was in response to what patients needed; it was all drug companies money-seeking and the inevitable backlash when it blew up.