illegal narcotic drugs, the worst drug with the worst reputation? ♪ ♪ i'll take you there well, maybe start here. >> once you found the right doctor and have told him or her about your pain, don't be afraid to take what they give you. often it will be an opioid medication. >> here's a 1996 promotional video from the fine folks at perdue pharmaceuticals. sent around to doctors, it encouraged them to prescribe the latest, newest, most wonderful drug for long-term pain management, oxycontin. >> some patients may be afraid of taking opiods 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. >> sales initially and falsely proclaimed as not addictive, absolutely skyrocketed from $45