What does your product actually do?
Any startup in the biotech and life sciences space will be familiar with this question. Let's be honest: the biggest challenge in growing your business in this industry tends to be educational.
If you cannot convince investors and potential customers about both your uniqueness and your worth, you may as well pack it up.
Fortunately, marketing challenges are far from marketing impossibilities. Educating your audiences about the exact nature and benefits of your product is absolutely possible--you just have to know how.