While the comparison between Apple and a medical device company is a bit of a stretch, they do use some similar techniques in terms of advertising. My father, who is a physician, always comes back from conferences with company-sponsored pamphlet and models that show the designs of new and improved products. This targeted advertisement is important as they usually allow the company to stick in the mind of the physician when they go to make their orders. One example was a model (non-working) pacemaker that was distributed to doctors who treat patients with arrhythmias. These models were neat things to have on a desk to help explain the procedure of implantation but also had very visible company branding on it.