I want to second Ronak in that it is unfair to compare a generic medical device company to a giant like Apple that makes products aimed at the general market. Apple benefits from the massive media coverage and public interest their exposiums generate. Meanwhile, a medical device company generally has a very small target audience.

For this reason, medical device companies generally advertise to doctors, insurance companies, and other medical field professionals instead of the general public. However, these companies can benefit from targeted advertising such as that offered by advertising giants like Google and Facebook. For example, a company offering a new, advanced cast can advertise directly to consumers that search for arm injuries or casts through Google’s targeted advertisements. I see these types of ads sometimes when I search for medical terms- have you guys ever seen them?