I think comparing apple products with me medical device products is a bit of injustice. Apple products in general are made for everyone while medical devices are made for only select group of people such as doctors, patients etc. Apple tries to make their products as cheap as they can while still maintaining profit. While the medical devices are the products for big hospitals and these companies know that they can afford this product. The best possible way I think medical devices devices companies can advertise their products is by knowing their customer, which is researchers, few students, doctors, patients and etc. The best place to approach this people is in conferences, in the hospitals, and research institutes etc. I remember working with Dr. Foulds, who was researching exoskeleton, which functions on motors. Usually Dr. Foulds orders motors from a website called Robotis. About a moth ago, this company send him a motor that is still not on market. I think this is one of the ways companies advertise their product is by giving out free samples.