A major pharmaceutical company was in the midst of a Phase II Trial pre-launch for an innovative medication that helps regrow cartilage in people experiencing knee osteoarthritis. Prior to the development of this drug, there had been no way to address the underlying root cause of the cartilage degradation, and the only available treatment was pain management – or painful and expensive knee surgery. Because the company had created an entirely new category of treatment for osteoarthritis, there was nothing like it on the market – and therefore, no understanding yet about how to talk about it to either physicians or patients.