i think physicians around the year 2000 started to get pushed to better manage pain. and the physicians in our culture, that means give out more medication. >> so pain becomes a vital sign. laws are passed liberalizing the use of opioids for more than just cancer. doctors prescribe the drugs for legitimate reasons but also for conditions that could be treated with much milder medications or therapy. the result? we proscribe enough pain pills to give every man, woman and child a dose every four hours for three weeks. remember, 80% of the world's opioids are used by americans. 80%. does that surprise you? >> i didn't know that. no. >> is that a cultural problem? >> yes, it is cultural. people think, oh, i have got a headache, my elbow is or sore whatever.