Purdue Pharma has announced it will cease marketing its controversial painkiller, OxyContin, to U.S. doctors, marking a significant shift in its approach. The decision comes after years of scrutiny over the opioid crisis, with OxyContin playing a central role in the epidemic. This move highlights a broader trend in pharmaceutical marketing, emphasizing the need for transparency. Industry experts suggest that this decision may affect marketing consulting practices, particularly in how pharmaceutical companies engage with healthcare providers. Marketing consulting will evolve in response to such regulatory changes.