Marketing in orthopedics and traumatology, in fact in all medical devices, is totally different from the marketing processes of other products and services. In conventional marketing, the target is the consumer who choses the product and as well pays for it. However, in medical devices market, the consumer (patient) has basically no role in the selection and payment process therefore industry, medical doctors and the state authorities take all together a responsible role for the protection of patient. Medical doctors should evaluate the price-benefit ratio in material selection, decide that the material will be the best for the benefit of the patient, approach the new products in a safe and reasonable way, and act in accordance with the ethical rules. Industry should establish the fine balance between patient rights and profitability, keep all physician relations within the ethical rules when introducing new technology products to the market. State institutions also have great responsibility starting with the definition of the price according to quality, durability and efficiency, bundled with controlling the relations of industry and healthcare professionals. As a result, the aim in medical device marketing should be to protect patient rights while providing the best proven, value added technology with reasonable prices as well as restraining the launch of unproven technologies and low quality products to the market. Today, with the development of internet and social media platforms, marketing of medical products tends to shift from physician-focused to patientoriented. Those who keep up with these new developments and changes within ethical values will benefit.