With more than 2 million Americans abusing and misusing opioids in America today, opioid addiction is a huge problem. “Opioid IQ” was a unique documentary-based platform that featured key insights and tools from renowned pain specialists about how to manage unintentional opioid misuse. This powerful digital experience helped set up the need for abuse-deterrent technology, teasing the upcoming launch of Xtampza, a novel, abuse-deterrent formulation of ER oxycodone. Xtampza ER launch tactical work for both HCPs and patients included a range of both print and digital materials from demonstration kits to MVAs.