Pacira Biosciences

The opioid epidemic has become one of the nation’s most deadly public health crises. What’s not well known, however, is that surgery has become an unintentional gateway to opioid addiction and dependence. To combat this epidemic, Pacira BioSciences, Inc., tapped Coyne PR to change the conversation around opioid use following surgery. Specifically, most patients are unaware they have choices when it comes to postsurgical pain management. Together, Pacira and Coyne PR developed Choices Matter, an award-winning national movement entering its 5th year to encourage patients and physicians to discuss postsurgical pain management, including non-opioid options, before surgery.

Pacira 1 — The campaign legitimized the idea that surgery had become an unintentional gateway to opioid use and dependence. Leveraging Gabby Reece (former professional volleyball player and recent knee surgery patient) as a spokesperson, along with Dr. Scott Sigman, a board-certified orthopedic surgeon, Coyne fielded a national survey, introduced a dedicated website (www.planagainstpain.com) and launched a national media relations campaign.

Pacira-gma — Through an analysis conducted by IQVIA (formerly IMS Health), Coyne developed The United States for Non-Dependence, a comprehensive report featured on Good Morning America that explored the issues of overprescribing, diversion and misuse of opioids related to various surgeries. Grant Hill (NBA Hall of Famer) was added to the spokesperson roster to share his different surgical experiences with both opioids and non-opioid options.

Pacira-summitforsolutions — Choices Matter partnered with the Partnership for Drug-Free Kids to host the “Summit for Solutions” where more than 30 advocacy groups attended an invite-only event featuring a former Surgeon General, a representative from the White House and others. Attendees were provided an exclusive look at new research from IQVIA, Exposing a Silent Gateway to Persistent Opioid Use – a Choices Matter Status Report.

Pacira and Coyne PR set out to find real people with real stories to humanize the surgical gateway storyline and show how opioid addiction can happen to anyone. The result was a deeply moving 40-minute documentary titled GATEWAY, which provides a look into how the overprescribing of opioids – especially after surgery – can lead to downstream consequences like addiction and dependence. GATEWAY premiered at a private screening for advocacy groups and media in NYC, followed by an event in LA a few months later. A national PSA was also issued in partnership with CADCA, the nation’s leading substance abuse prevention organization. To date, the documentary has been recognized by 24 top film festivals across the country and won over 27 awards across the film and media industry, including a PRSA Silver Anvil.

Pacira Biosciences

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