Most epilepsy medications talk about “seizure freedom,” but SK’s research found many patients read that term as marketing-speak for “fewer seizures.” Yet a large percentage of Xcopri’s patients had none. Its feisty Zero Seizures site gives epilepsy patients, who see themselves as fighters rather than quitters, something to rally around. The site has resulted in 23,300 prescriptions and 125,000 web visits in nine months.