Creating fuss for a medical device is hard because many times a product is for a specific population, and this would usually be a small percentage of people. Therefore, it is difficult to get a large group of people excited. Also when a new Iphone comes out it can generate a large audience because there is visible changes in the phone. People get excited over tactile changes. The difference with Medical Devices is that people can never use it themselves and there is always uncertainty present when a new medical device comes into the market. The best way to generate buzz is to talk to as many doctors as possible and get them to use the new product.