aHUS is an extremely rare hematologic condition, one that even hem/oncs don’t often see and may not always be familiar with how to diagnose. At the time, Soliris from Alexion was the only medication indicated for this condition, and even though its efficacy was astonishingly high, most of the sales reps’ time was spent not talking about the drug’s efficacy, but helping HCPs find patients who might have the condition. To create materials for this sales force required a comfort with scientific concepts and the hematology space that is unusual even for pharmaceutical advertising.