I presume the information is disseminated to medical professionals (presumably by official means and not from advertisements) and then the medical professionals determine if the new products or services are appropriate for you.

It’s like my non-technical boss coming into the office and telling me that we should start using technology X that he saw in an advertisement. Typically, with my boss, he sees something at a trade show or a trade magazine or in an email, and becomes convinced that it is the best thing ever for us and will solve all of our problems. Then we have to put forth a lot of effort convincing him that he is wrong (he has never brought us anything remotely useful) without making him feel dumb.

How about he lets us technical people recommend to him the appropriate technologies instead of the other way around?