OxyContin has long been the world's top-selling opioid painkiller, bringing in billions in sales for privately-held Purdue, which also sells a newer and longer-lasting opioid drug called Hysingla.
The company announced its surprise reversal on Saturday. Purdue's statement said it eliminated more than half its sales staff this week and will no longer send sales representatives to doctors' offices to discuss opioid drugs. Its remaining sales staff of about 200 will focus on other medications.
The OxyContin pill, a time-release version of oxycodone, was hailed as a breakthrough treatment for chronic pain when it was approved in late 1995. It worked over 12 hours to maintain a steady level of oxycodone in patients suffering from a wide range of pain ailments. But some users quickly discovered they could get a heroin-like high by crushing the pills and snorting or injecting the entire dose at once. In 2010 Purdue reformulated OxyContin to make it harder to crush and stopped selling the original form of the drug.
Purdue eventually acknowledged that its promotions exaggerated the drug's safety and minimized the risks of addiction. After federal investigations, the company and three executives pleaded guilty in 2007 and agreed to pay more than $600 million for misleading the public about the risks of OxyContin. But the drug continued to rack up blockbuster sales.