Drug exec predicted huge sales, suit says

BOSTON — A member of the family that owns OxyContin maker Purdue Pharma told people at the prescription opioid painkiller’s launch party in the 1990s that it would be “followed by a blizzard of prescriptions that will bury the competition,” according to court documents filed Tuesday.

The details were made public in a case brought by Massachusetts Attorney General Maura Healey that accuses Purdue Pharma, its executives and members of the Sackler family of deceiving patients and doctors about the risks of opioids and pushing prescribers to keep patients on the drug longer. The documents provide information about former Purdue Pharma President Richard Sackler’s role in overseeing sales of OxyContin.

The drug and the closely held Connecticut company that sells it are at the center of a lawsuit in Massachusetts and hundreds of others across the country in which government entities are trying to find the drug industry responsible for an opioid crisis that killed 72,000 Americans in 2017.

But the company documents at the heart of the Massachusetts allegations are also part of the evidence exchanged in those cases. While the Massachusetts filing describes their contents, the documents themselves have not been made public.

According to the filing, Richard Sackler, then senior vice president responsible for sales, told the audience at the launch party to imagine a series of natural disasters: an earthquake, volcanic eruption, hurricane and blizzard.

“The launch of OxyContin Tablets will be followed by a blizzard of prescriptions that will bury the competition. The prescription blizzard will be so deep, dense, and white,” he said, according to the documents.