Its true that marketing and communication are both really important points for the sucess of an ico. I think that ehf has the arguments to know a good sucess, but they need to improve a bit the marketing and communication part, just to spread the work about the project.
I guess they are just developers and medical staff, Noone really into marketing. Sure your marketing won't be the best but it would be better to hire an outside person or company for marketing.
I think you need the money for an external marketing expert. Many projects consists only of tech guys because this is the core of the project. Only after a successful ICO they can hire marketing experts.