It's Not the Suit, It's the Sizzle: What Tony Stark Can Teach Medical Companies

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I caught Iron Man 2 this past weekend with my two boys.  It was every bit the fun, summer romp you'd expect. But as I sat there watching Robert Downey, Jr. own the screen, it struck me that medical device companies could learn something from Mr. Stark. It's not the suit, it's the sizzle.

True, medical companies don't live in Tony Stark's world. They live in a world filled with people with very real, very life-challenging problems. Medical devices must function without fail. But often in...