To be bluntly honest Kimba, I can't vouch for "treating pain" so much, but we are awash in various means of pain management, especially from the pill side of things. And opitates are but one option, albeit probably the strongest option. An educated Doctor will 1st start with all the various lesser pain medications, including NSAIDS (non-steroid forms). The number of pain management options are enormous, so not only are opiates not really the "only choice", they are but one of hundreds of choices. But as I said, they are probably the strongest, which is why a Doctor should use his best educated judgement in deciding what, and how much to prescribe a pateint with pain, especially chronic pain.
The issue again here is the Doctor. Nothing can be prescribed without his authorization. Big Pharma has no control over that.