well the simple truth is - it is difficult to sell and displace exisiting methods. Even if the products are sound and better, re-educating surgeons take years and years. And then there is the fact that the time period to see product effectiveness takes a good 18 - 24 months. So from early orders to seeing benefit to re-orders takes a good 2 - 3 years.
More staff means more cash burn, they need to manage with exisiting strength for now. Different conversation once they reach break even.
I like many here am frustrated too, but this is the reality of the challenging biotech sector.
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