The opioid epidemic has become one of the nation’s most deadly public health crises. What’s not well known, however, is that surgery has become an unintentional gateway to opioid addiction and dependence. To combat this epidemic, Pacira BioSciences, Inc., tapped Coyne PR to change the conversation around opioid use following surgery. Specifically, most patients are unaware they have choices when it comes to postsurgical pain management. Together, Pacira and Coyne PR developed Choices Matter, an award-winning national movement entering its 5th year to encourage patients and physicians to discuss postsurgical pain management, including non-opioid options, before surgery.