In present times, device innovation no longer guarantees product success, and more often than not, it is the marketing or pitching of products that determines whether or not the device makes it to market. You could have an amazing product, but if you cannot market it effectively or find your customer base properly, you will find little success in industry. In addition to this, you also have to be able to distinguish yourself from other competitors and make it clear to investors/consumers why your product is better than the competitions. How should medical device companies market or position their products to gain market access and stand out to investors or purchasing groups? What type of marketing strategies do you believe is most effective in order to achieve this goal? Let me know your thoughts on the subject.