Marketing to me was and still those tel-marketers calling me at 5:00 pm at night before eating dinner. They tend to be expatriating and annoying. However, It seems when it comes to medical devices the role of marketing is more people friendly and amiable, then receiving a call every day at 5:00 pm. Marketing of medical devices has to detailed yet specific, it cannot waste time. Peoples lives are dependent on such products and you need to know the specific needs of the people. Dr. Simon made a very vivid object lesson out of a bike wheel. The hub is the marketing department and the spokes are the individual factors or groups which help to sustain marketing. Some factors are research, customer service , sales, regulatory etc.. After viewing this diagram it shows that marketing is critical factor for the company to understand the customer needs. When you get first hand advice which is going to be straight from the source that invaluable information which can critically help accompany improve. Also, marketers in the medical device industry want to be your friends to physicians, regulatory etc . To finish ,what factors in the “bike tire” example can help aid in the marketing of medical devices?