Defective spinal insert or medical malpractice

Who do you sue when a doctor places a medical device in a person’s spine and he follow’s the sale’s reps instructions on the procedure but those instructions are wrong and the implant fails? The doctor should have known that the device he was implanting required a fusion shouldn’t he? Can he exonerate himself by saying the sales rep told me I didn’t have to do it with a fusion? The material from the manufacturer says that it is designed to ge used with a bone graft. Is the manufacturer liable for the sales rep who said otherwise? These are the issues we deal with in defective medical device and medical malpractice cases.