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— Perri Peltz"In 1999, Purdue Pharma the maker of OxyContin went on a massive marketing campaign. Back then, prescription opioids were only used in extreme cases - post surgery, end of life care, cancer pain. We use a clip from an ad in the film where they had a doctor saying, "Less than 1 percent of people who use prescription opioid long-term will become addicted" - that changed the mindset of physicians across the country."
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I wrote the show West Wing for the two years before and the two years after 9/11. Suddenly everyone in the world had been through something that our characters had not been through; the whole trajectory of the world had changed. Yet our show took place in a parallel universe. I wasn't really sure what to do about this. In no one's wildest dreams did it occur that an event like this could possibly happen.
— Aaron Sorkin
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A few years ago, the Bose Acoustics Corporation had a new product, the Bose Wave Music System. And their ad campaign for it was not successful until they changed one thing. At the top of the ad they said, "Hear what you've been missing." And that caused the skyrocketing of the interest in purchasing of the product. Why? Because with something new, people are uncertain, and when they are uncertain, they want to avoid losses.
— Robert Cialdini
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