The Challenges of Launching a New Concept

Most of my experience has been a drug that is first in its class and the class is highly differentiated. When I started at Takeda back in 1999, it was a small company. There were only really 500 of us when we first began. Creating that marketplace to be receptive to this new and novel concept is critical. And how do you have stopping power with a differentiated idea that they don't recognize?