IME, getting your stuff into dispensaries is all about the product(s) being "special."
Being the ONLY (as has been mentioned) is good, so long as your product isn't so "out there" folks can't imagine using it. Hot Fudge Sauce, for example is good because it is unique, but not "weird," if that makes sense. It's likely a lot of patients haven't yet used medicated fudge sauce, but they've likely used plain fudge sauce before and can therefore picture several practical uses for the medicated variety.
Being the "strongest" or "most potent" is another way being special is realized. Same with "clean" medibles (i.e., no canna-flavor, kief, hash, or extract infused edibles, etc.).
Using a known strain can make your products special. Many people use multiple strains or a no-name strain in their medibles; this is indeed attractive to some, but depending on the market a "sour diesel" or an "OG Kush" medible is something that is of particular interest.
Catering to specific dietary needs is special. Some folks really appreciate Gluten-Free, Reduced Sugar, or Organic products.
Convenience is special. Not everyone likes to lug around brownies or eating hundreds of additional calories per day. I believe that's why tinctures, sprays, lozenges, etc. are so popular.
The final (and most superficial) way to stand out I can think of is with packaging. Unfortunately, a lot of purchasing decisions are made upon looking at logos. Professionally packaged products beat out "homemade" looking products all the time - regardless of quality.
This was my experience in L.A. We ended-up spending way more on packaging than food
Although it didn't change the actual product at all, it was thoroughly expected in that market.
I guess the bottom line is the same as when launching any new product. Are you the FIRST, the BEST, the BIGGEST, the CHEAPEST, or???
Good luck with everything. Getting quality products out to patients is a challenging but rewarding endeavor!