The Hard Sell: Crime and Punishment at an Opioid Startup

The Hard Sell is a Netflix Original Movie that tells the story of a pharmaceutical company that got Americans hooked on fentanyl and how it was finally held to account. It stars Emily Blunt and Chris Evans and was written by Evan Hughes.

Format: Paperback / softback
Length: 288 pages
Publication date: 22 June 2023
Publisher: Pan Macmillan

From the doctor's office to the opioid crisis, The Hard Sell is the story of a pharmaceutical company that got Americans hooked on fentanyl – and how it was finally held to account. Now a Netflix Original Movie, Pain Hustlers, starring Emily Blunt and Chris Evans.

In the early 2000s, John Kapoor had already amassed a small fortune in pharmaceuticals when he founded Insys Therapeutics. A boom time for painkillers, he had developed a novel formulation of fentanyl, the most potent opioid on the market. Kapoor, a brilliant scientist with relentless business instincts, was eager to make the most of his innovation. But there was a problem: the drug was approved only for cancer patients in dire condition. So he recruited an avaricious team, who employed a variety of deceptive techniques, from falsifying patient records to deceiving insurance companies. Insys became a Wall Street sensation. That is, until insiders reached their breaking point and blew the whistle, sparking a sprawling investigation in the governments fight to hold the drug industry accountable in the spread of addictive opioids.

With colourful characters and true suspense, The Hard Sell lays bare the pharma playbook. Evan Hughes offers a bracing look not just at Insys, but at how opioids are sold at the point they first enter the national bloodstream – in the doctors office.

Opioids are a class of drugs that are used to relieve pain. They can be prescribed by doctors for legitimate medical purposes, such as after surgery or for pain associated with cancer. However, opioids can also be highly addictive and can lead to overdose deaths.

Insys Therapeutics was founded in 2002 by John Kapoor, a former pharmaceutical executive. The company was focused on developing new painkillers, particularly fentanyl. Fentanyl is a powerful opioid that is up to 100 times more potent than morphine. It is often used to treat pain associated with cancer or other terminal illnesses.

In 2006, Insys Therapeutics launched a new drug called Subsys. Subsys was designed to be a less addictive alternative to other opioids. It was approved by the FDA in 2007 for the treatment of chronic pain associated with cancer.

However, Insys Therapeutics soon began to exploit the marketing of Subsys to doctors. The company hired sales representatives who would visit doctors' offices and promote Subsys as a safe and effective treatment for pain. They would also provide financial incentives to doctors who prescribed Subsys.

One of the deceptive techniques that Insys Therapeutics used was to falsify patient records. The company would claim that Subsys was effective for a wide range of pain conditions, even though it was only approved for the treatment of chronic pain associated with cancer. They would also claim that Subsys was less addictive than other opioids, even though it was just as potent.

Insys Therapeutics also used deceptive marketing practices to promote Subsys to insurance companies. The company would claim that Subsys was a cost-effective treatment for pain, even though it was expensive. They would also claim that Subsys was less likely to be abused than other opioids, even though it was just as addictive.

The sales representatives who worked for Insys Therapeutics were paid high salaries and bonuses. They were also given incentives to promote Subsys as much as possible. In some cases, they would even provide kickbacks to doctors who prescribed Subsys.

The marketing of Subsys by Insys Therapeutics was a major factor in the opioid crisis in the United States. The company's deceptive practices led to an increase in the prescribing of opioids, which in turn led to an increase in opioid addiction and overdose deaths.

In 2015, the FDA issued a warning letter to Insys Therapeutics, accusing the company of marketing Subsys in a misleading and deceptive manner. The FDA also ordered Insys to stop promoting Subsys to doctors and to pay back $600 million to insurance companies.

Insys Therapeutics filed for bankruptcy in 2017, after the company was hit with multiple lawsuits and investigations. John Kapoor was convicted of fraud and sentenced to 12 years in prison.

The opioid crisis in the United States is a complex issue that is caused by a variety of factors, including the overprescribing of opioids by doctors, the marketing of opioids by pharmaceutical companies, and the illegal distribution of opioids. However, the marketing of Subsys by Insys Therapeutics is a clear example of how pharmaceutical companies can exploit the marketing of their products to increase sales and profits, even at the expense of public health.

The Hard Sell is a powerful documentary that sheds light on the pharma playbook and the role that pharmaceutical companies play in the opioid crisis. The film is directed by Evan Hughes and features interviews with a number of key players in the opioid crisis, including John Kapoor, Insys Therapeutics sales representatives, and doctors who prescribed Subsys.

The film is a must-watch for anyone who is interested in understanding the opioid crisis and the role that pharmaceutical companies play in it. It is a powerful indictment of the pharmaceutical industry and a call to action for policymakers and the public to take action to address the crisis.

In conclusion, The Hard Sell is a powerful documentary that sheds light on the pharma playbook and the role that pharmaceutical companies play in the opioid crisis. The film is a must-watch for anyone who is interested in understanding the crisis and the role that pharmaceutical companies play in it. It is a powerful indictment of the pharmaceutical industry and a call to action for policymakers and the public to take action to address the crisis.

Weight: 208g
Dimension: 129 x 197 x 20 (mm)
ISBN-13: 9781035017898