When sending out marketing messages about a highly technical and valuable piece of equipment, what sort of media channel choices might be considered best options and why?

The best media channel for sending out marketing messages about a highly technical and valuable piece of equipment will be online vehicles, especially search engines.

Trade magazines and websites will also serve well and in addition to search engines.

Explanation:

The choice of search engines is informed by the fact that highly technical equipment are not in demand by the general public.  Any media that addresses the general public is not ideal for such marketing messages.

Only highly technical people will be interested in technical matters.  For example, patients who may well represent the general public are not technically interested in the hospital equipment deployed.  Their interest is limited to the outcomes and availability and not in their technical operations.  On the other hand, medical personnel are more interested in the technical aspects of the availability equipment.

So, for marketing a hospital equipment, using media channels that target the general public will not make much sense.  But, when such messages are conveyed in Search Engines and specialized channels, those trained to use the equipment will take notice.

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