"Rare disease means small commercial thinking." That myth costs patients years. There's a lazy assumption that rare disease is a niche, low-effort commercial exercise. Small population, small ambition. It's

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backwards. Myth one: small population means simple. It doesn't. Patients are often undiagnosed for years, scattered across specialists who rarely compare notes. Finding them is a systems problem, not a sales one. Myth two: the science sells itself. In rare and GI conditions, a clinician changing a long-held routine needs more than data. They need confidence the whole pathway — diagnosis, referral, monitoring, support — actually holds together. Myth three: you launch once. You don't. In these communities trust compounds slowly and disappears fast. How you show up years after launch matters as much as the launch itself. Get these wrong and a good medicine underperforms for reasons that have nothing to do with the medicine. The population may be small. The thinking required is not. For those working in rare or specialist areas — which of these myths do you still hear most often inside your own organisation? #RareDisease #Pharma #Commercialisation