I assume you've heard the advice that small startups should start in a niche and then expand towards the wider markets? Have you thought about initially focusing on Hacker News types, the types who read up on the technical documentation behind a drug?
You've probably heard the story about Head & Shoulders shampoo? This is taught in a lot of marketing classes. The year it launched there were other shampoos launching that also included selenium disulfide and piroctone olamine and therefore could have sold themselves as anti-dandruff shampoo, but the other shampoos instead went after the general market and they almost all failed. Head & Shoulders started with a niche and eventually became a giant:
"By 1982, it was the "number one brand" of shampoo, and it was noted that "No one hair care brand gets so many ad dollars as Head & Shoulders, a twenty year old brand, and no other brand matches its sales", despite it being a "medicated" shampoo."