. >> anthony: here's a 1996 promotional video from the fine folks at perdue pharmaceuticals.t, most wonderful drug for long-term pain management, oxycotin. >> speaker: some patients may be afraid of taking opioids because they're perceived as too strong or addictive. but that is far from actual fact. less than 1% of patients taking opioids actually become addicted. >> anthony: sales of oxycotin initially and falsely proclaimed as not addictive, absolutely skyrocketed from $45 million in 1996 to 3.1 billion in 2010. that same year, perdue tweaked the way that we're making oxy in an attempt to, they said, limit it's addictive qualities. finally the government and law enforcement took a harsh look at the drug and it become much harder to get legally. which sucked for the thousands and thousands who by now had a serious habit. >> ruth: i'm ruth, a family physician in greenfield, massachusetts, and i grew up here. my dad was actually a small town doctor out here. i'm a total generalist, but for the last four, four and a half years, a larger part of my practice has been focused on