It's been a long-fought battle in the pharmaceutical industry. And now, consumer watchdog Which? has uncovered how some drugs firms are selling pain pills for 10 times the price of generic alternatives. It has never been a secret: it's just a matter of education.
Our solution to this problem was to increase the number of languages and the number of pharmacies enrolled so that each pharmacy can give us fewer surveys and we can still hit data collection targets.
For a while, Oxycodone offered an option for opiate users - essentially, it was akin to medically prescribed heroin. Someone could get an oxy script and, rather than use it "properly", crush up a pill and do a smash.
The pharma industry must look beyond the label of patient and see the person behind the disease. If you took a sample of your friends or acquaintances and asked them to describe you, what would they say?