A couple of weeks ago I interviewed PixelOptics' president/CEO Ron Blum, about a technology called emPower, a device that could eventually replace bifocals.

Now there's one thing you need to know about the interview. 

 Blum is one of those people that med-tech journalists just love to talk to. He’s honest, upfront and has a sort of passion about his product that you just don’t see that often. He’s not  regurgitating facts, or bedazzling you with technical terms that can sometimes go straight over your head.

But rather, Blum is a master of his craft. And if  emPower is anything like its CEO, then we’re going to have a lot less people wearing bifocals in the near future - because he is just that convincing.   

And here’s what I think some med-tech companies are missing. They’re missing that one person who is tailor made to get their point across. Companies are missing that person who has the power and the authority to have an honest conversation about the technology and kick out a lot of P.R. jargon that tends to creep up in interviews.

My only problem with the Blum interview is that it couldn’t go longer. But alas deadlines are a harsh reality for daily publications.

My point is this, when companies are trying to get out the message about their products, they should talk a little bit about what the product could mean for the patient. Don’t give numbers or stats, those will most likely be presented in the press release. Instead try to personalize the experience, let the interviewer and the audience know what’s at stake.

Blum, with so much media attention placed on emPower was fully aware of the stakes and was brutally honest with Medical Device Daily about what that meant for him and the company.

He told me, “When you have this kind of attention on a [global scale], which is at least in our industry unprecedented, it's tremendous pressure on a company like PixelOptics to make sure its product lives up to the promise that we deliver what it is we say we're going to deliver."

If only more companies could open up like this.