This is getting ridiculous! Not enough to sell a Rare Disease State drug, no, you have to sell an "Ultra Rare Disease State" product to really stand out! The Rare Disease State space is becoming crowded, so new identifiers must be created and utilized. Check a few LinkedIn profiles these days and you will see reps/account managers using terms such as "Ultra Rare", "Ultra Orphan", etc. Yes, I work in a space that is so Ultra Rare that I can't even find a patient for my product! This is affecting the immunology space, as well, where the term "Hyperimmune" is cropping up. All this creativity and one-ups-man-ship has gotten out of hand.
