Most biotechs, especially earlier-stage startups, worry obsessively about how good their product is or what the competition is doing. But seldom are those the things holding you back! Your biggest issue is that almost all of your potential buyers have no idea that you even exist and no clear idea of what you're offering. With a new product launch, it typically takes 12-18 months of intensive marketing before most people will even recognize your name and even longer to fully educate the market on why they should care.