Especially in medical device companies when product are in developing stages how can a company like verb or ethicon which are working on new technology or are about to launch a new surgical robot how would the companies be able to showcase there products in order start getting order for that device.

For example in case of apple when it is about to launch Iphone, company is out there every year where it grabs all attention and develop all the fuss around it before the launch. How would a medical device company do that and how important is it to do from marketing point of view.