In today’s informed and connected world, it’s hard to believe there might be common diseases that you have never heard of. Everyone knows about migraine, psoriasis, and erectile dysfunction, thanks to the numerous adds on TV for new treatments for these conditions. And if diagnosed with a type of cancer, an online search can tell you where to turn for treatment and advice. But what if you had a painful skin disease that takes up to a dozen years to diagnose and is difficult to say and spell? That’s a huge marketing obstacle.