Purdue Pharma begins marketing OxyContin in 1996. It uses marketing data-targeted promotion tactics to promote the drug to physicians, and offers a starter coupon program to patients.

Despite the unclear benefits of OxyContin in reducing pain for non-cancer patients, and there being mixed research on the drug's potential to be abused, the opioid becomes popular. Prescriptions will rise from 670,000 in 1997 to 6.2 million in 2002.