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It takes a lot more than a ho-hum, $100 million check to stand out in a biotech startup world awash in easy money.

You need a hyperbolic, chest-thumping press release. A pile of adverbs and adjectives helps. Include a quote from a Very. Important. Venture Capitalist. And by all means, make promises about how your drug will change life as we know it, even though it’s never passed through an actual human being.

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