I found an article online which expresses the importance of having a pre-launch for initiating the fuss about a product. Robert Hawthorne describes it as the art of pre-launch marketing which is composed of:
1. Company pre-launch
2. Product pre-launch
3. Crowdfunding launch
4. Direct Sales Launch
5. Network marketing launch
6. Business Opportunity launch
It is vital in a marketing perspective to have buyers and people interested about your medical device. A common way that marketing for a medical device spreads the word about new products are through conferences or demonstrations. Marketing has to expose the new design benefits to the public by using platforms such as social media or healthcare magazines. Once you advertise the product then networking follows, its vital to project sales for a market gap that the medical device will fill. Once marketing has a list of direct sales then they will meet with hospitals to expand their network. By doing this they open business opportunities to customers even before an actual launch.
References:

The Art Of Pre-Launch Marketing