What is the best way to model the trajectory of the launch ramp for TransCon hGH? Are there any good analogs or factors that could influence adoption in this market that hasn't seen much new treatment advancements in a while? 
les estimate for TransCon hGH? What is the best way for us to model the trajectory of the launch ramp? And are there any good analogs or factors that could influence adoption in this market that hasn't seen much new treatment advancements in a while?
Jan Moller Mikkelsen -- President and Chief Executive Officer
Yeah. It's always an interesting question because I take it from a little bit different perspective. As I said in my script, we want to build as the global leading brand with TransCon growth hormone. Do we have the fundamentals for that? Do we have the fundamentals to be the leading brand in the US? Everything what I have seen out of this product opportunity, TransCon growth hormone, everything what I have seen to the competitive landscape give me a stronger and stronger belief TransCon growth hormone will be the leading brand in the growth hormone market. This is what is important for me. Go up and be the leading brand in the growth hormone market, not only in US, but also in Europe, Japan, China, everywhere where we can be.
How we come there is what I call an optimization of value creation and penetration. And I see product opportunity trying desperately to get fast penetration on the cost of value creation. We are here with a pipeline concept. We are here with multiple products that will come after each other with both label expansion. So my focus is basically not what we exactly will see of sales in 2022, but basically how fast, how well, how can we create most value out of TransCon growth hormone, and that is what we focus for in this end. And we will optimize value, we will optimize the penetration and that is what we're building in.
Operator
Thank you. Our next question comes from the line of Josh Schimmer with Evercore. Your line is now open.
Josh Schimmer -- Evercore -- Analyst
Hi. Thanks for taking the questions. I have two. One is on TransCon PTH. We've talked in the past about the need to shift the treatment paradigm to broaden the patients that physicians deem suitable for PTH replacement and not just calcium and vitamin D supplementation. So, maybe you can give us a sense as to how you feel that's evolving and progressing now that you have more of the TransCon PTH data in hand. And then second, and I'm sorry if I missed this, but I think on the last update, you had indicated that you're working on a new franchise for the TransCon platform, a new target. When might we hear more about what that franchise might look like? Thanks.
Jan Moller Mikkelsen -- President and Chief Executive Officer
Thanks, Josh. I have never had any doubt that TransCon PTH will be a true benefit for the patient. But honestly, it's not so much what I really believe that is important. What is important is, can the physician see the same thing, can the patients see the same benefit. And when we're looking in all the aspect of the data we are getting out from, you can say, biochemical data, quality of life, we see this huge benefit. When we hear the story from the patients, we hear the story how they're feeling to go back to a normal life, how they're feeling that is a total change of everything what we have seen and what we now also see that some of the key physicians, physicians that basically are treating patient with TransCon PTH also realizing this. How we can provide not for a subgroup of HP patients, but basically for the entire diversified group of HP patients we have in our Phase II trial, where they're really independent on disease spectrum, independent on severity of disease, all stays in, because all of them see the benefit, and the physicians are recognized it. We have seen physician -- and I -- just this is really interesting for me, for about half-a-year ago, we're say in past we will take 30%, 40%, 50%, 60%. What we're saying now, we will take all patients. And I think that is some way, I think, we believe that we need to have this communication now. But I believe it comes out now. Perhaps it takes some time, but with more and more patients getting treated with TransCon PTH more and more that fulfill and we see how 
les estimate for TransCon hGH? What is the best way for us to model the trajectory of the launch ramp? And are there any good analogs or factors that could influence adoption in this market that hasn't seen much new treatment advancements in a while?
Jan Moller Mikkelsen -- President and Chief Executive Officer
Yeah. It's always an interesting question because I take it from a little bit different perspective. As I said in my script, we want to build as the global leading brand with TransCon growth hormone. Do we have the fundamentals for that? Do we have the fundamentals to be the leading brand in the US? Everything what I have seen out of this product opportunity, TransCon growth hormone, everything what I have seen to the competitive landscape give me a stronger and stronger belief TransCon growth hormone will be the leading brand in the growth hormone market. This is what is important for me. Go up and be the leading brand in the growth hormone market, not only in US, but also in Europe, Japan, China, everywhere where we can be.
How we come there is what I call an optimization of value creation and penetration. And I see product opportunity trying desperately to get fast penetration on the cost of value creation. We are here with a pipeline concept. We are here with multiple products that will come after each other with both label expansion. So my focus is basically not what we exactly will see of sales in 2022, but basically how fast, how well, how can we create most value out of TransCon growth hormone, and that is what we focus for in this end. And we will optimize value, we will optimize the penetration and that is what we're building in.
Operator
Thank you. Our next question comes from the line of Josh Schimmer with Evercore. Your line is now open.
Josh Schimmer -- Evercore -- Analyst
 Hi. Thanks for taking the questions. I have two. One is on TransCon PTH. We've talked in the past about the need to shift the treatment paradigm to broaden the patients that physicians deem suitable for PTH replacement and not just calcium and vitamin D supplementation. So, maybe you can give us a sense as to how you feel that's evolving and progressing now that you have more of the TransCon PTH data in hand. And then second, and I'm sorry if I missed this, but I think on the last update, you had indicated that you're working on a new franchise for the TransCon platform, a new target. When might we hear more about what that franchise might look like? Thanks.
Jan Moller Mikkelsen -- President and Chief Executive Officer
Thanks, Josh. I have never had any doubt that TransCon PTH will be a true benefit for the patient. But honestly, it's not so much what I really believe that is important. What is important is, can the physician see the same thing, can the patients see the same benefit. And when we're looking in all the aspect of the data we are getting out from, you can say, biochemical data, quality of life, we see this huge benefit. When we hear the story from the patients, we hear the story how they're feeling to go back to a normal life, how they're feeling that is a total change of everything what we have seen and what we now also see that some of the key physicians, physicians that basically are treating patient with TransCon PTH also realizing this. How we can provide not for a subgroup of HP patients, but basically for the entire diversified group of HP patients we have in our Phase II trial, where they're really independent on disease spectrum, independent on severity of disease, all stays in, because all of them see the benefit, and the physicians are recognized it. We have seen physician -- and I -- just this is really interesting for me, for about half-a-year ago, we're say in past we will take 30%, 40%, 50%, 60%. What we're saying now, we will take all patients. And I think that is some way, I think, we believe that we need to have this communication now. But I believe it comes out now. Perhaps it takes some time, but with more and more patients getting treated with TransCon PTH more and more that fulfill and we see how 