I don't know what Pharma's role was exactly, but let's not forget the vast medical academic community that created the focus on pain treatment throughout the 1990s. See JAMA. 2000;284(21):2785. doi:10.1001/jama.284.21.2785-JMS1206-3-1 (http://jamanetwork.com/journals/jama/fullarticle/1843560) and http://www.nytimes.com/1992/03/06/us/us-urges-doctors-to-fig...