The Differences Between First-in-Class Launches and Me?

When you're launching a first-in-class product, you have to pretty much lay the foundation for the brand to roll over. Changing the landscape with new tools, change the narrative, change preferences is an extra level of effort and complexity that's different when launching first in class versus a MeToo product. And making the patient market understand that we may intervene with a different administration than they're frankly used to definitely creates some challenges.