Topic: Zohydro

The FDA has approved Zohydro, a potent new painkiller that experts warn could be lethal in small doses. Adam Curry presents a theory of "reverse native advertising," suggesting that pharmaceutical companies might pay for news coverage highlighting a drug's danger to ensure it remains a controlled, high-value product on the market.

As they approach their 600th episode, the hosts begin discussing Zohydro, a powerful new painkiller approved by the FDA. They note the media coverage of the drug's potency and the public health concerns surrounding its release.

NPR reports on the controversy surrounding the FDA's approval of Zohydro, which is significantly more powerful than Vicodin. Public health advocates are urging the FDA to withdraw approval, citing the ongoing epidemic of opioid addiction and overdose deaths.

The hosts analyze the marketing of Zohydro, focusing on the fact that the pill is "crushable," making it easier to abuse by snorting. They suggest the drug company, Zogenics, is benefiting from the media attention while claiming to monitor for abuse.

The FDA approved Zohydro ER, a high-dose pure hydrocodone pill, despite an 11-2 vote against it by an advisory committee. Media coverage of the drug's launch is criticized as "native advertising" that highlights the drug's potency (10 times that of Vicodin) while ostensibly warning of its dangers. The drug is described as "heroin in a pill" and is set to hit the market in March 2014.

An article in Forbes by contributor Melanie Haken is analyzed for its use of native advertising, featuring a large ad for Zohydro ER embedded within a piece about its dangers. The text describes the "high" of the drug lasting 12 hours, which is viewed as a promotional tactic disguised as a health warning. Similar "fawning" coverage of tech companies like Huawei is cited as evidence of a new, paid-for writing style in mainstream business journalism.