OXYCONTIN'S MAKER TRIES TO CURB ABUSE

Last month in this space, we warned about the growing controversy
surrounding a new and often abused drug, OxyContin. We said it would
be a shame if such an obviously beneficial drug, which has been a
godsend to thousands in great pain, was taken off the market due to
misuse. We called on Purdue Pharma, the drug's manufacturer, to do
more to educate doctors and consumers about the benefits and dangers
of their product.

We're pleased to report that Purdue Pharma has done just that. The
company has made a major commitment to stop the abuse of its drug in a
new, multi-pronged program that focuses on several education and
preventive initiatives. Among the company's initiatives:

. Continuing medical education programs are being provided by Purdue
Pharma in regions that have been most affected by the abuse of the
drug. . Tamper-resistant prescription pads are being offered by Purdue
to physicians at no cost in regions experiencing the highest reported
incidence of prescription abuse.

. Drug prevention and education programs are being funded by Purdue in
the form of a series of public service announcements. These PSAs are
being aimed at young people (ages 9-12) who are deemed to be
particularly vulnerable to misuse of prescription medicines.

. Opioid documentation kits are being offered to help physicians
assess pain properly and distinguish between legitimate patients
suffering pain and those merely pretending to be in pain to obtain a
controlled substance.

. Abuse and diversion brochures have been mailed by Purdue Pharma to
400,000 physicians and 60,000 pharmacists throughout the country
giving them information on how they can help prevent diversion of
prescription drugs.

. Purdue Pharma is underwriting a major study of prescription
monitoring programs. The purpose is to develop a model prescription
monitoring program that would prevent "doctor shopping'' by drug
abusers without interfering with the ability of legitimate patients to
receive appropriate prescriptions.

. Cross-border smuggling is being addressed, in cooperating with the
Drug Enforcement Agency, to prevent medicines like OxyContin from
being smuggled into the U.S. from Mexico and Canada. OxyContin tablets
sold in Canada and Mexico will have unique markings. This will enable
law enforcement to identify where the product was originally dispensed.

Introduced in December 1995, OxyContin has been a factor in the deaths
of more than 30 in Virginia and at least 120 nationally.

Oddly enough, OxyContin was originally thought to be less prone to
abuse because its narcotic was locked in a time-release formula so
that it wouldn't give drug abusers the quick high they seek. But drug
abusers have discovered that the time-release element can be defeated
simply by crushing the tablet. It is then inhaled, injected or swallowed.

While the concern, particularly in the law enforcement community,
about the misuse and abuse of OxyContin is amply justified, it's also
clear that Purdue Pharma is doing a great deal to prevent and minimize
future potential for harm. Their willingness to address this issue and
to shoulder their fair share of responsibility to help prevent
OxyContin abuse and educate the public is commendable.