Without understanding the product better it is a little difficult to figure out how to market it. I would develop a thorough marketing plan based on the demographics of your very specific target buyer. Make sure you understand where and when they make the purchase decision. Is it only online? Store?

Where would they learn and read about it? What is your marketing budget?

If you want a real answer to this question that addresses your needs and gets you moving, I think there are 20-30 questions to be answered first.

Marketing is multi faceted and there are over 30 viable marketing medians you could actively consider or try to estimate ROI on. Should be a combination of online/traditional marketing.