How to market a medical product?

How do you create a basis for advertising expenditure for a new product in a new market for a new company?

• we are trying to figure out how much money we need, or need to aquire to launch our new product to market. How do you determine this? We don't know if we need only $10k, 25k, 100k, 250k, 1mill, more? We just met with some ad agencies trying to determine if they would tell us, but they each say they will do what they can with our budget- but how much should our budget be? Since we are a startup, we need to aquire from our investors however amount we need, but we need to know how much that should be. It cost us about $200k to produce the product, conduct marketing research, technology, initial startup expenses, patents, etc. Its a high volume, low price, horse product, with nothing like it on the market.

• Answer:

  Is that $200k per unit? I should hope not, but a per-unit price might be a good measuring-stick. Horse-products ... I'm not seeing any prime-time niche that has a need for any of those. I think that's more of an 'if you build it, they will come' product. Or did you mean 'house' product? I'm sorry - expecting people to 'check their spelling, - "don't they have machines that do that now?" Your investors should be your best customers, and your best customers should be your best advertisers.