Nudge

How did a marketing campaign lead to one of the worst public health disasters in American history? In this episode, I investigate the rise and fall of the Sackler family, the pharmaceutical empire they built, and the marketing tactics that got millions addicted to opioids.You’ll learn:How reframing turned OxyContin from a last resort into a “safe” everyday drug.Why a vague letter (not a study) became the foundation for Purdue’s 1% addiction claim.How the Sacklers used doctors, pain groups, and celebrities to exploit authority bias.Why repeating a false claim makes it more believable (feat. the mere exposure effect).How behavioural science helped sell a deadly drug—and what we can learn from it.---Shatterproof non-profit: https://shatterproof.org/Empire of Pain: https://www.penguinrandomhouse.com/books/612861/empire-of-pain-by-patrick-radden-keefe/Sign up to my newsletter: https://www.nudgepodcast.com/mailing-listConnect on LinkedIn: https://www.linkedin.com/in/phill-agnew-22213187/Watch Nudge on YouTube: https://www.youtube.com/@nudgepodcast/---Sources:ABC News. (2025). Purdue Pharma, Sackler family to pay $7.4 billion opioid settlement [Video]. YouTube. https://www.youtube.com/watch?v=1n2uuX1NaQoLastWeekTonight. (2016). Opioids: Last Week Tonight with John Oliver (HBO) [Video]. YouTube. https://www.youtube.com/watch?v=5pdPrQFjo2oCBS News. (2019). OxyContin maker facing over 2,000 opioid death-related lawsuits [Video]. YouTube. https://www.youtube.com/watch?v=mwGGlEFKrSsABC News. (2019). Local governments file lawsuit against the family behind OxyContin [Video]. YouTube. https://www.youtube.com/watch?v=AlSDhuhLedgCBS News. (2022). Trump Organization’s accounting firm cuts ties over financial statements [Video]. YouTube. https://www.youtube.com/watch?v=csAS4WLvMaoBBC News. (2013). Serpentine Sackler Gallery Opening [Video]. YouTube. https://www.youtube.com/watch?v=YThcpSZIN0cCBS New York. (2021). Metropolitan Museum Of Art Will Remove Sackler Name From Galleries [Video]. YouTube. https://www.youtube.com/watch?v=p_u29BL2CQECBC News. (2019). Dozens Storm The Guggenheim Museum In Protest Of Donor [Video]. YouTube. https://www.youtube.com/watch?v=ci_yOI3WytoCBS News. (2019). Protestors stage a “Die In” at the Guggenheim Museum in New York [Video]. YouTube. https://www.youtube.com/watch?v=zYVvIwbxX2ICNBC Television. (2020). Would have done ‘nothing’ differently in opioid crisis: Kathe Sackler says [Video]. YouTube. https://www.youtube.com/watch?v=dRl-Zjyf2UESTAT. (2017). 1998 Purdue Pharma marketing video [Video]. YouTube. https://www.youtube.com/watch?v=LaxlJXpwkzsGoLocal LIVE. (2019). Purdue Pharmaceutical Commercial 1998-Oxycontin [Video]. YouTube. https://www.youtube.com/watch?v=FCOl1exq3IMCBS News. (2017). Behind Purdue Pharma’s marketing of OxyContin [Video]. YouTube. https://www.youtube.com/watch?v=V-jxKPpMvmALastWeekTonight. (2019). Opioids III: The Sacklers: Last Week Tonight with John Oliver (HBO) [Video]. YouTube. https://www.youtube.com/watch?v=uaCaIhfETsMLastWeekTonight. (2021). McKinsey: Last Week Tonight with John Oliver (HBO) [Video]. YouTube. https://www.youtube.com/watch?v=AiOUojVd6xQCBS News. (2018). Whistleblower: Purdue Pharma continued deceptive sales practices after guilty plea [Video]. YouTube. https://www.youtube.com/watch?v=o5qQf3Po31MWashington Post. (2019). Inside the opioid industry’s marketing machine [Video]. YouTube. https://www.youtube.com/watch?v=gIlpd40CpT0CBC News. (2018). How One Man Made The Opioid Crisis Possible [Video]. YouTube. https://www.youtube.com/watch?v=X2AUIBB34nICBC News. (2019). Nan Goldin ‘Blizzard of Prescriptions’ Sackler Pain Guggenheim Protest & Die-In 2/9/19 [Video]. YouTube. https://www.youtube.com/watch?v=q2A4Tb8cOxEKeefe, P. R. (2021). Empire of Pain: The Secret History of the Sackler Dynasty. Doubleday.  Cialdini, R. B. (2006). Influence: The Psychology of Persuasion (Revised ed.). Harper Business.

Louis Grenier, a no-nonsense marketing expert and author of 'Stand the F*ck Out', shares his candid philosophy on marketing and life. He dives into the chaos of personal health challenges and how they influence his marketing strategies. Expect humorous takes on authenticity and storytelling, and learn about innovative book promotion tactics. Grenier's insights on audience feedback and the importance of clear communication make for a refreshing perspective that's both provocative and relatable.

Charan Ranganath, a distinguished professor at UC Davis and author of the bestselling book, "Why We Remember," joins to discuss revolutionary memory techniques. He unveils the surprising effectiveness of self-testing even in failure for boosting memory retention. Ranganath explains why cramming fails and reveals how error-driven learning can transform study habits. He shares humorous personal experiences, including his memorable best man speech strategy, highlighting that making mistakes is a powerful tool for learning.

Discover the fascinating insights of a 102-year-old marketing book and its surprising relevance in today's world. Learn how curiosity-driven slogans can boost engagement and the power of personalization in advertising. Hear about a sewing machine manufacturer who skyrocketed sales by nine times and delve into psychological biases that shape consumer behavior. Finally, explore how negative messaging can actually enhance marketing effectiveness, challenging long-held beliefs about advertising strategies.

In this enlightening conversation, Dr. Charan Ranganath, a Professor at the Center for Neuroscience and author of 'Why We Remember', delves into the complexities of memory. He reveals how memory can be more fiction than fact, discussing the infamous Satanic Panic and how false memories were manipulated. Listeners learn that even reputable sources can misremember, and hear shocking studies where many believed they'd committed crimes they never did. This exploration of implanted memories raises profound questions about our recollections and the reliability of memory itself.

In a fascinating discussion, Gerd Gigerenzer, a world-renowned psychologist and former director of the Max Planck Institute, challenges traditional hiring practices. He explores Elon Musk’s unconventional method of asking just two questions, arguing it can outperform elaborate interviewing techniques. Gigerenzer highlights how experienced managers intuitively make better hiring decisions through heuristics. Surprisingly, he reveals that having multiple interviewers can dilute the quality of candidate assessments, advocating for a more streamlined approach to hiring.

Dr. Charan Ranganath, a Professor at the Center for Neuroscience and author of 'Why We Remember,' shares fascinating insights into the science of memory. He explains why forgetting is a natural process that can actually benefit us. Listeners discover how multitasking disrupts memory and why recording concerts might undermine our experiences. Ranganath also reveals techniques used by memory athletes that can help enhance recall, urging us to adopt strategies that promote intentional learning and improve memory retention.

Gerd Gigerenzer, a world-renowned psychologist and former director at the Max Planck Institute, shares insights on the power of intuition in decision-making. He argues that gut instincts often outperform complex data analyses, especially in high-pressure situations like sports and business. Gigerenzer discusses how overthinking can hinder performance, and presents studies showing that simple rules can predict outcomes better than intricate models. He challenges the conventional reliance on data, emphasizing that less can indeed be more when making decisions.

Tom Goodwin is a marketing and digital transformation expert, celebrated as a top voice on LinkedIn and author of "Digital Darwinism." He discusses the staggering ineffectiveness of most ads, attributing failures to short-term thinking and a lack of creativity. Goodwin emphasizes the hidden benefits of repeated exposure and how aesthetics can enhance ad persuasion. He argues that targeting is overrated, advocating for a focus on consistent messaging to create impactful campaigns. Expect insights on improving marketing without straining budgets!

Tim den Heijer, a creative strategist and founder of Brain Creatives, shares insights from his extensive experience in advertising. He discusses how scarcity can drive demand using pineapple rentals and the powerful impact of a simple $5 voucher on Uber's customer loyalty. Tim also highlights the framing effect, noting how '95% fat-free' yogurts outperform '5% fat' versions. With valuable lessons from Tropicana’s rebranding misstep, he emphasizes the importance of understanding psychological principles to influence consumer behavior effectively.