The product (the service they were rendering) was non-traditional albeit competitive; however simply having an excellent product doesn’t suffice if it can’t help its respective clientele. There seemed to be a chasm between the practitioner and convalescents-to-be (or their carers), which their efforts weren’t able to bridge.
They weren’t able to draw potential leads through their existing website nor convert the unqualified leads that were coming through.
Since the product itself was fairly new and unconventional, it tended to be a hard sell, and required the target customers to first understand it before realising its superior benefits.
Additionally, owing to the expensive and readily unavailable equipment required, the cost of the service was significant.
There wasn’t sufficient content available online, and the scant information that was there was pedantic to a degree, making the information a little inaccessible.
While they managed to keep a good search engine ranking, there wasn’t sufficient website traffic nor any leads converting, thereby rendering their efforts obscure.