. >> narrator: kapoor called his new fentanyl spray subsys. dr. a principal investigator of a subsys clinical trial. >> there were other fentanyl products that people were utilizing for breakthrough pain. but they took anywhere from 15 to 45 minutes to work. but then subsys comes along and patients would, within five minutes, get a clinical response and feel better. i thought that that was, um, amazing. ♪ ♪ >> narrator: john kapoor launched subsys in the spring of 2012, after the fda approved it for treati breakthrough pain in cancer patients. >> subsys comes in individual blister packages. do not open the blister package until you're ready to use it. >> narrator: but subsys sales were lackluster for the first six months. >> we prescribed maybe a couple of prescriptions a week. because there weren't a lot of people that needed to be managed that acutely. >> narrator: behind closed doors, kapoor said subsys was the worst launch in pharmaceutical history. he was furious. >> for john kapoor, this is, simply put, not acceptable level of business. and