There are multiple strategies that medical device companies utilize to roll out their devices. Medical device companies utilize strategies that are focused on marketing products towards medical professionals and utilizing academic and medical conferences in order to spread the word on their device. Research papers, clinical trials, and independent studies are also used to prove effectiveness of the device and create a buzz around the launch. While traditional marketing campaigns are also employed they are not on the same stage as companies such as Apple who are marketing to the broader population and general public, having a larger target audience. Medical devices on the other hand can be niche markets and the companies who develop and launch these products rely on medical professionals to recommend their products based on their superior quality to rivals. This goes back to growth strategies and how medical device companies rely on product development strategy in order to create innovative and quality products for market, in order to have a higher recommendation rate.