I have seen other similar health project which they were offering a subset of what is offered here, with almost unknown people, gathering 30M. I don't understand why this is not going like hot pies. 
It's all about marketing and user engagement. Projects having good PR team and shitty idea gather more funds than the projects with solid product but shitty PR teams.
Yes, marketing has a big role in ICO's project. Failed to serve a good marketing surely will give a bad result no matter how great the project is.