Sadly, and all too often, when marketing and advertising agency teams receive Phase III trial data, it supports a “me too” product. Yes, minor differences can usually be found around the pharmacokinetic profile, but the data often do not support a meaningful clinical difference over currently available products. It is understandable that most Phase III trials are designed to show equal efficacy to the standard of care, or efficacy versus placebo, but data can be compiled in addition to the efficacy data that could provide compelling reasons for product differentiation.