Create a Medical Device iPad App in the Time it Takes to Order a Pizza


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What do you think of when you hear the words “iPad app development”?  A few nerds in a dark room with geeky glasses and 3 computer screens.  A bag of Skittles and a Mountain Dew nearby.  You’re not alone.  I’m right there with you (except I might exchange the Skittles for Mike & Ike’s).  But wait.  Hold those thoughts.  What if I said you could create your own iPad app with a few measly clicks?  Could it really be possible?

You see, StoryDesk is turning iPad app development on its head.  In this interview with Jordan Stolper, Co-Founder of StoryDesk, we learn how they are helping medtech and medical device companies bring their content to the iPad with incredible ease.

Interview Highlights with Jordan Stolper

  • How is StoryDesk making iPad app development so easy for medtech and medical device companies?
  • Is StoryDesk different from other applications like DropBox, PowerPoint, etc.?
  • Take your products and content to the iPad via StoryDesk’s 2 solutions: CatalogApp and PresentationApp.
  • Can you really process an order right through the iPad using StoryDesk?
  • Jordan’s unique background: internationalist journalist turned tech entrepreneur.
  • The one piece of advice that Jordan has for ambitious doers.  Hint: Stop talking!
  • And much more!

This Is What You Can Do Next

1) You can listen to the interview with Jordan Stolper right now:

2) You can also download the mp3 file of the interview by clicking here.

3) Don’t forget – you can listen to this interview and all of the other Medsider interviews via iTunes.  And if you get a chance, leave us an honest rating and review on iTunes. It really helps out.

4) Read the following transcripts from my interview with Jordan Stolper.  Also, feel free to download the transcripts by clicking here.

Who is Jordan Stolper?

Interview with Jordan Stolper

Jordan Stolper is the CEO and Cofounder of StoryDesk. Jordan has spent most of his career telling stories in one form or another. First as an international journalist writing for publications like The New York Times, Men’s Journal, and The Economist. Then as a brand and innovation consultant…turning ideas into businesses for Fortune 500 companies. Most recently, Jordan co-founded gliider, a travel research tool (acquired in 2011) that matches consumer-selected content with deals from around the web.

Would you like to personally ask Jordan a question about how your medtech or medical device company can effectively utilize the iPad? Email him directly: jordan [at] storydesk.com

Read the Interview with Jordan Stolper

What do you think of when you hear the words “iPad app development”?  A few nerds in a dark room with geeky glasses and 3 computer screens.  A bag of Skittles and a Mountain Dew nearby.  You’re not alone.  I’m right there with you (except I might exchange the Skittles for Mike & Ike’s).  But wait.  Hold those thoughts.  What if I said you could create your own iPad app with a few measly clicks?  Could it really be possible?

 

You see, StoryDesk is turning iPad app development on its head.  In this interview with Jordan Stolper, Co-Founder of StoryDesk, we learn how they are helping medtech and medical device companies bring their content to the iPad with incredible ease.

 

Here’s a few things we’re going to learn in the interview with Jordan:

 

  • How is StoryDesk making iPad app development so easy for medtech and medical device companies?
  • Is StoryDesk different from other applications like DropBox, PowerPoint, etc.?
  • Can you really process an order right through the iPad using StoryDesk?
  • Jordan’s unique background: international journalist turned tech entrepreneur.
  • The one piece of advice that Jordan has for ambitious doers.  Hint: Stop talking!

 

Of course, there’s a lot more valuable info we’re going to uncover in this interview.  But before we dig in, you need to listen to these brief messages from our sponsors.  And by the way, if you’re interested in becoming a Medsider sponsor, our sponsorships are now open.  Go to Medsider.com/sponsor.  Again, that’s Medsider.com/sponsor.

 

Now, listen up…

 

First, did you know that venture capitalists are extremely hesitant to fund a start-up medical device company with a direct salesforce. You see, VC’s think direct salesforces add too much bloat to medical device companies.  That’s why you need to check out CoVasc.com.  They have a lean sales model that is garnering some big time attention within the medical device world.  Interested?  Check out CoVasc.com.

 

Next, at a publicly traded medical device company, Joe Hage helped create an entirely new web presence and marketing strategy, helped increase page views by 253 percent, introduced social media, and helped generate a lead pipeline in excess of $7 million.  Pretty impressive, huh?  Well, now that he’s the CEO of Medical Marcom, he can help you do the same thing.  Medical Marcom specializes in marketing communications and strategy, lead generation, and social media for medical device and lifescience companies.  Check out MedicalMarcom.com.

 

Lastly, if you’re listening to this, you’re probably on LinkedIn.  Would you like to know how to land your next gig using LinkedIn?  How about connections?  Perhaps you might want to know how to leverage LinkedIn in order to gain maximum exposure.  Go to Medsider.com/LinkedIn.  It’s our first course in collaboration with Lewis Howes, who’s written 2 books on how to effectively use LinkedIn.  Check it out. Medsider.com/LinkedIn.

 

Now here’s your program…

 

Scott Nelson:    Hello, everyone.  It’s Scott Nelson, and welcome to another edition of Medsider, home of the free med tech personal MBA, and on today’s call we have Jordan Stolper, who is the CEO and cofounder of storydesk.com.  And storydesk.com, if you haven’t heard of it already, they are bringing the iPad to the med tech companies of the world.  Or I could say that vice-versa, they’re bringing med tech to the iPad, however you want to describe it.  So without further ado, welcome to the call, Jordan.  Appreciate you coming on.

Jordan Stolper:         Thanks very much, Scott.  Excited to be here.

Scott Nelson:    And so let’s first dig in to StoryDesk and what you guys are doing.  I know you’re working with other companies outside of the life science/med tech world, but let’s…

Jordan Stolper:         Well, we like life sciences more than the rest, so let’s get that out [00:03:47]

Scott Nelson:    [Laughs] That’s right…

Jordan Stolper:         Well, you know, it’s very exciting trying to be in the tablet space.  I mean, what we do is we help enterprise bring their sales and marketing materials to the tablet in a way that takes advantage of the tablet’s sort of inherent interactivity, its mobility and the transactional nature of the platform.  And you know, there’s just a lot to recommend using the tablet as a sales tool.  You know, it’s great to be able to sit there with your prospects, show them all of your wares, be able to do it in a sort of multimedia and interactive way, and then ideally be able to take an order or ship off more information or have a way to close the loop at the end of that conversation.

Scott Nelson:    Gotcha.  I like the way you put that, that transactional nature of the iPad, because that’s exactly what it is, and for anyone that’s using iPad that’s listening to this call in front of a customer, that’s a great description.  We’ll talk about a couple of your main products in the presentation app versus the catalogue app, but I know people that are listening to this call, they’re like, “Okay, StoryDesk, they kind of like they develop apps, but when I think of developing apps I think of like shipping it off to these IT guys that are like busting out code in some room,” or something like that, but you guys make it really, really easy.  Let’s start there with the ease of using your storydesk.com.

Jordan Stolper:         Yeah, so you know, the app as it’s typically known is a piece of software that was built by an iOS or Apple-certified developer that it’s approved by the app store, and therefore then available for free or for 99 cents or maybe a little bit more, you know, for download onto somebody’s iPad or iPhone.  And the app’s really exciting because it’s a piece of software that does a specific job, and if it’s done well in iOS code, it has a level of interactivity, smoothness, robustness that people really like, and that’s why there are a half a million apps in the app store.

What we’ve done is we’ve sort of said, “Hang on a second.  All that functionality, all those features, are absolutely wonderful.  We want everybody to be able to take advantage of what the tablet has to offer and the software on the tablet can do.”  But in the end, going in and writing code and hiring a developer for $20,000, $50,000, $100,000 to build an app just isn’t really practical for most businesses.

And what’s more, when you think about how people are going to use the tablet and how they started to use the tablet, having all that information hard-coded into an appropriate that can’t be changed, you know, when prices go up or prices go down or business content changes is just a little bit silly.  So what we’ve done is there’s a really simple way for nontechnical users to bring their business content whether it’s a brochure, a presentation, videos, multimedia interactive experience.  It’s in a tablet with no technical expertise.  So let me say that again.

Scott Nelson:    Yeah.

Jordan Stolper:         The way it works is that a nontechnical user can log on to StoryDesk, and taking advantage of our basic tools be able to bring a very simple product information whether it’s pricing, data, photos, [00:07:25] a video onto the tablet in a way that takes advantage of the tablets native functionality, and when the prices change or the videos change or the content changes, they can log on to StoryDesk, change it all up, and it updates dynamically to the tablet and they’re off to the races.

Scott Nelson:    Okay.

Jordan Stolper:         Does that make sense at all?

Scott Nelson:    No, that’s a great overview.  And so, the problem is most of these companies already have this existing content, whether it’s a PowerPoint presentation or like an actual hard copy of a product catalogue or video animations, etc., and you’re helping them translate already-developed content into an app that runs very fluid, that runs very smooth, on the iPad.

Jordan Stolper:         Exactly right.

Scott Nelson:    And I guess in a very simple way.  Okay, so let’s—I mean, do you have an example of maybe a life science or a med tech company, you know, maybe an example of how they’ve actually done exactly that?

Jordan Stolper:         Mm-hmm.  I do.  I’m not going to give you the name but it’s a company out of Boston that is a manufacturer of artificial limbs, I guess you would call them, of prosthetics.

Scott Nelson:    Okay.

Jordan Stolper:         I’m a neophyte to the space of prosthetics and, you know, prosthetics are very expensive, and the process of selling it is actually quite complicated and it’s a tactile experience.  The doctors who are interested in buying them and using them for their patients want to be able to, you know, want to feel them, want to know what it’s like, want to know what are the features and benefits of this very expensive piece of medical technology the company’s trying to sell.

Scott Nelson:    Mm-hmm.

Jordan Stolper:         And so with StoryDesk, what we were able to do is with this client who offered six or eight different products but each quite sophisticated is, by dint of taking their content and making it navigable, we were able to say, “Hang on a second.  At the top level, you can say, ‘Okay, you’re interested in Product A.  Here’s a quick snapshot.  If you want to order more, swipe down and here’s a video.  Swipe down again and there’s an animation of how it gets installed or implemented.  Swipe down again and here are the product features.  Swipe down again, here’s a list of other doctors and hospitals using it.’”

And it allows the sales professional to take real control over the narrative and over the experience of presenting that information without getting lost in the [00:10:06], because maybe they’re there, you know, discussing something that’s [00:10:09] one part of the body but they want to skip to another product that is sold for yet another part of the body, and this gives them that ability to navigate through the content in a really smooth, interactive and intelligent way.

Scott Nelson:    Gotcha.  Okay.  Yeah, and just to give an example, I mean, most people that are in some sort of sales or marketing capacity that are listening to this, they’ve used the iPad in a transactional natural like you mentioned before, but they’ve used services like Dropbox or maybe they turn one of their PowerPoints into a PDF or something like that and stock it on Dropbox or use ReaddleDocs or however you pronounce that.  But as easy as Dropbox is, it’s kind of cumbersome to kind of flip through and go to one slide to the next on a PowerPoint that’s been turned into a PDF, etc.  When you’ve got a minute in front of a doctor or something like that, it’s kind of hard to get that done.  So, I mean that’s where the benefit in using the app comes in, correct?

Jordan Stolper:         Yeah, I mean, you know, I think Dropbox is really a wonderful and efficient way to share files, but, you know, we sort of see it as a blunt instrument, no pun intended.

Scott Nelson:    Yeah.

Jordan Stolper:         And if you can take advantage of some of the tablets native functionality, which is the ability to present multimedia content, the ability to touch things on the screen and spin them around, you’re going to get a much better experience in terms of presenting that context.

Scott Nelson:    Gotcha.

Jordan Stolper:         And that’s what we see as really the key differentiate in a tablet.  It’s not a file display tool.  It’s a multimedia experience.

Scott Nelson:    Yeah.  Yeah.  No doubt.  Okay.  Let’s go and dig into kind of your two core products, and I’m going to jot a little note to ask you about kind of if you’re going at all in a direction in kind of like for sales training aspect at all, like down the road, but I want to come back and ask you about that later.  But in terms of your two core products, you’ve got like a presentation app, and then also a catalogue app.  Can you briefly kind of describe the differences between those two?

Jordan Stolper:         Sure, thanks.  Our catalogue app product is designed for product sales professionals who want to be able to walk into a meeting, showcase a line of products in a really interactive and beautiful way, and then be able to take over right on the spot.  There are about 500 businesses you can catalogue app.  One of the flagship customers of that product is in fact Hugo Boss Americas, who uses it for their sales team.

Scott Nelson:    Okay.

Jordan Stolper:         Presentation app is our newest release, and it’s actually still in beta.  In its first version, it’s a super-simple way to bring PowerPoint slides to the iPad in a way that makes them navigable, and what I mean by that is, you know, we all know PowerPoint as a sort of a linear slideshow.  What makes the tablet different is that people expect to be able to go up and down and side to side in the content.  With presentation app, you can arrange your slides along an x-y grid, therefore, you know, letting you take advantage of sort of the information hierarchies and nuances that are inherent in whatever you’re presenting.

We in short order expect to be adding for self-service users multimedia templates on top of presentation app that one can take advantage of some of the more sophisticated features that our enterprise customers are currently using.

Scott Nelson:    Okay.  And with presentation app, I noticed on your website, if I have an existing PowerPoint, because normally I’d have to log in to storydesk.com and use kind of some templates and kind of create my own presentation, but if I have an existing PowerPoint I can actually, is it upload it or email it or something like that to…?

Jordan Stolper:         It’s either.  You can email it through app@storydesk.com, and so this will convert your PowerPoint to the native app.

Scott Nelson:    Okay.

Jordan Stolper:         Then you are linked to arrange the contents on the web, you know, to structure it according to a navigational grid, and then we have made available on the iPad almost [00:14:29] or you can do it manually by going to storydesk.com and signing up and uploading it.

Scott Nelson:    Okay.  Okay, very cool.  And then, so I guess just to be clear, this is a complete cloud-based software.  There’s no software that I download to my computer, just for those out there listening that aren’t overly tech-savvy.  This isn’t something that I download onto my computer and edit.  It’s all in the cloud.  I edit in the cloud, and then those changes then push out to each individual iPad, correct?

Jordan Stolper:         You got it.

Scott Nelson:    Got it.  Okay.  Okay.  Very good.  And then the catalogue app, just to go back to the catalogue app real quick, are you basically what would be a digital or a traditional paperback kind of product catalogue into an app?  Is that a fairly safe summary?

Jordan Stolper:         Yeah.  Yeah, you got it.

Scott Nelson:    Got it, okay.  Very cool.  And you mentioned the enterprise customers versus just sort of like, just maybe a normal user, for example.  Can you explain the difference between the two?

Jordan Stolper:         Sure.  I mean, our focus is on enterprise [00:15:44] businesses of all sizes.  We offer two [00:15:48] service.  One is enterprise where we do sort of a layer of custom development on our platform, and it’s specific to, you know, the business and the brand and the specific sort of outcome they wish to achieve on the tablet.  That business still has the opportunity to go in and change the content as much as they want, but the presentation and the look and the feel and the functionality is really specific to that company.

For our [00:16:06], we basically offer a much more straightforward and simple way to get a flavor for what it’s like to do business on the tablet, and that service is offered in presentation because right now it’s free because we’re in beta.  For catalogue app it’s $39 a month.  It’s a very simple tool.  It [00:16:48], you know, but it is self-service and self-supported.

Scott Nelson:    Okay.  So if I’m a med tech company that’s interested in the enterprise option, basically you’re private labeling like the StoryDesk platform for me, and then you’re working with me to kind of tweak it so it matches my branding and whatnot, right?

Jordan Stolper:         That’s right.  That’s right.  Every company has unique needs, and if you have 10, 20, 30, 50 sales reps, then very often it makes sense to make sure that those needs are met, you know, the software that designs for your particular business.

Scott Nelson:    Gotcha.  Okay.  Very good, and in terms of, I know there are probably going to be some people that are listening and thinking, “Okay, this all makes sense.  It sounds really cool.  I’m going to check out storydesk.com,” but what about like the security implications?  Because as you probably know, Jordan, the life sciences, the med tech world, is kind of highly regulated.  Most people are kind of overly paranoid about security and regulations and whatnot.  What’s your answer to that?

Jordan Stolper:         Well, I think there are two questions in that question.  The first is, is your data secure?  And the answer is, yes, it’s all SSL, all of the content is hosted on Amazon in the cloud, which is the gold standard for cloud-based storage, and we employ all the sort of industry norm security measures to ensure the security and the safety of the content.

The second thing is, you know, it’s a regulated industry.  We have clients in healthcare as well as [00:18:34] services, which is also a regulated industry, and we have learned that common to both of these is a concern that our guys or people out in the field are presenting the information that they are supposed to be protecting.

Scott Nelson:    Right.

Jordan Stolper:         Yeah, we don’t want to give people room for improvisation, and one of things the tablet does really well is we can make sure that the information that people are presenting is locked on the tablet and that it can’t be changed on the fly.  And so anything that is extraneous that isn’t really scripted doesn’t really show up as part of that presentation, and so legal really, really likes that for reasons that I think are self-evident.

Scott Nelson:    Gotcha.  Okay.  Yeah, so back to like comparing to Dropbox, for example, that’s typically like a PDF or a word doc or something along those lines.  That’s very editable where your app is going to be controlled by some in-house person.

Jordan Stolper:         It can do that, you know.  Yeah, it can be controlled by headquarters to make sure that the field reps are all working on scripts, or we can have [00:19:49] access where some field reps have certain levels of access and others don’t.  Every business is different.

Scott Nelson:    Yeah.

Jordan Stolper:         And every client is different.  So, you know, sometimes you want to give people some flexibility to change a presentation with unlimited parameters, and so on and so forth.

Scott Nelson:    Gotcha.  Okay.  And you mentioned the ability to take orders.  Can you explain that, or maybe let’s dig into that a little bit, because if I’m in front of a customer and I’m showing them some sort of med tech product or medical device or whatever it may be and they’re like, “You know, that’s interesting.  Can you either send me more information or can I order one now or…” Explain that a little bit more.

Jordan Stolper:         Sure.  With catalogue app and its self-service functionality, the sales rep can add individual products to an order, can adjust the variations.  This obviously has very little to do with medical devices, but if you said changes in size, color, quantity, whatever, in a limited number of sort of specifics, product-specific variations can be adjusted, and then that order can be emailed back to the sales desk and the email appears as just plain text and a beautifully designed PDF, which can go to the client, to the sales desk, whatever makes the most sense in the particular business that you’re in.  And that’s really popular with B2B sales professionals who are out selling $50,000, $100,000, $200,000 worth of merchandise in an individual meeting.

That may make less sense for individuals who aren’t really closing orders on the spot but, you know, who do want to give people a way to follow up or do want to leave something behind with that.  In our enterprise offering, you can ship off PDFs.  Very soon, you’ll be able to share your app with a simple email that will let somebody else download your company-branded app and be able to share presentation with them.  You know, ultimately we’re guided by the belief that all of the business content that appears on the tablet should be transactional in nature.

Scott Nelson:    Got you.

Jordan Stolper:         And maybe that means closing the deal, but maybe that just means closing the loop and being able to reach back out in a few weeks and say, “Huh, it looks like Scott’s been spending a lot of time on pages 3 and 4, which means he’s probably not interested in what’s on 6 and 7.”

Scott Nelson:    Hmm, interesting.

Jordan Stolper:         So, you know, when I call him up, “Let’s talk about what’s on pages 3 and 4.”

Scott Nelson:    Gotcha.  And you can actually tell which pages that I’ve been on more so than versus others?

Jordan Stolper:         It’s a little creepy, isn’t it?

Scott Nelson:    Yeah. [Laughs]

Jordan Stolper:         [Laughs]

Scott Nelson:    I mean, it’s cool if you’re tracking that but I can definitely someone saying, “Well, I guess if they can tell if I’m not using it,” but I guess that the point is that you’re actually using that.  That’s what it’s there for.  So before we move on, because I want to ask you about putting the app in the hands of a customer, so for example, if I want my physician customers to have an app on how to best use my device, best practices to use my develop, for example, I want to ask you about that before we move on.

Back to the taking an order right from the app, let’s say I’m not working with a customer that’s necessarily going to buy from me right then and there, but they want more information, can I send a PDF, brochure, some more information right from the app then?

Jordan Stolper:         I’m sorry, can you repeat the question?

Scott Nelson:    Okay, yeah.  Sorry about that.  If I’m in front of a customer and they’re not actually the one that’s going to by the product but they want additional information like a brochure or a video or whatever it may be, can I actually email directly from the app?

Jordan Stolper:         It depends.  I mean, when you say can you email right from the app, do you mean can you share a piece of content from the app and send them a link to a video?

Scott Nelson:    Yeah.

Jordan Stolper:         Is that what you’re asking?

Scott Nelson:    Yeah, basically, whatever information additional information they need, can I share that content right from the app or do I have to get on my email and then attach a link or whatever?

Jordan Stolper:         No, no, no, no.  There’s a button and you can answer the email right there, and so it’s [00:24:11] with the sales process.  It’s not going to push your email.

Scott Nelson:    Gotcha.  Okay.  And in terms of that sales process, if I’m using like a salesforce.com or something like that, does that somehow track within—do the APIs match where salesforce.com knows that I sent that information to Dr. Smith?

Jordan Stolper:         It can, it just needs to be set up to do so.

Scott Nelson:    Gotcha.  Okay.  So there’s a possibility.

Jordan Stolper:         Yeah.  Yeah.

Scott Nelson:    Very cool.  Before I forget, I wanted to ask you kind of additional directions that you’re going with this.  Are you developing apps for the actual customers themselves?  So if Life Science Company A wants to actually give an app  to their physician customers on how to best use a certain device or a certain product, are you developing those sorts of apps as well?

Jordan Stolper:         We have been asked to, and we’re actually in discussions with a pharmaceutical company to do exactly that.

Scott Nelson:    Gotcha.

Jordan Stolper:         Yeah, that’s an exciting space, too.  That’s what we call the business collateral space, and it’s exciting because somebody downloads that app and it lives on their tablet for a long time.  And you know, the pharmaceutical company has the ability to push content in that app with push notifications, so if there’s a new white paper, a new study that’s been published, news about a certain drug, it’s an ability to connect with the physician on an ongoing basis, again with that feedback loop.  If I look at it we know where they spent their time, that information, that business intelligence, which you really don’t get when you leave behind a brochure or a [00:25:58] box of cupcakes.

Scott Nelson:    Gotcha.  Yeah.  Got it.  Cool.  And then, on that same note, are you working with any companies developing actual sales training apps?  So if I’m a rep in the field or something like that and I want to learn more about a certain product, are you developing the actual app for that?

Jordan Stolper:         We haven’t.  We haven’t yet, yeah.  [00:26:21] We’re we’re looking into it.

Scott Nelson:    Gotcha.  Okay.  Cool.  Very Cool.  Before I ask you a little bit about your background, anything else that we didn’t mention in regard to StoryDesk and what you guys are doing?

Jordan Stolper:         No, you’ve been very thorough.  I’m, you know, there are a couple of questions that usually come.  One is, is it exclusive to iPad?  And the answer is yes, it is, but the minute an Android tablet that measures up to the iPad comes out, we’ll certainly make our technology available from that platform, and anything else that can be deployed to the iPad will also be deployable to something in Android in that context.

The second question that usually comes up is, [00:27:10] if there’s no Wi-Fi and all of the content that appears on a StoryDesk app is cached locally, so it works if there’s Wi-Fi or not.  You know, you never have one of those “oh, shucks” moments where you’re in an office trying to present something and you can’t get a signal.

Scott Nelson:    Gotcha.

Jordan Stolper:         So beyond that, no, it’s been great talking with you and you’ve asked really thorough questions, Scott.

Scott Nelson:    Cool, cool, and I’m hoping everyone at least checks out storydesk.com and certainly hit you up if they’re interested in taking a look at this further, but before we kind of conclude the interview I want to ask you a little bit about your background.  Because obviously I did some research, and it seems like a lot of your background before starting StoryDesk, and then directly before that Gliider, you were a journalist, is that right?

Jordan Stolper:         That’s right, yeah.

Scott Nelson:    I mean, right out of UC in Boulder.  That’s sort of an interesting transition, right?  I mean, you probably get that a lot, is going from journalist to kind of, you know, I’m not entirely sure what Fahrenheit 212 was, but then to starting Gliider, and then now the StoryDesk.  Can you explain a little bit like the writer turned tech entrepreneur?

Jordan Stolper:         Sure, I mean, you know, mostly it owes to me being unable to find a real job anyplace else, to be totally honest [laughs].

Scott Nelson:    [Laughs]

Jordan Stolper:         But [laughs], no, look, you know, in the end I feel like StoryDesk is almost going back to my journalism roots.  I mean, this company as well as being a reporter is very much about helping people understand ideas…

Scott Nelson:    Mm-hmm.

Jordan Stolper:         …and helping people express themselves in a way that’s compelling and meaningful, and it’s really exciting to do that on a platform which, you know, I view as the most interesting technological development since the [00:29:12] Bible, and in the way that it helps us structure ideas, in the way that it helps us express ourselves, it really upends this convention that all information should be in sort of book form where we flip from side to side.  The world’s a lot more complicated than that.  So, being able to express ideas in our thinking using the technology that’s available rather than the technology that was good 500 years ago, it is just an awesome feeling.

Scott Nelson:    Right.  No doubt.  I can see what you mean now by almost this brings you back to your journalism at its basic, because right, it’s trying to help an audience understand a certain concept or an idea or a story, and the tablet is another medium, right, for that?  No, that’s good stuff.  And Gliider was your most previous startup directly before StoryDesk, and you sold that to Travel Ad Network?

Jordan Stolper:         That’s right, yeah.

Scott Nelson:    Okay.  Okay.  Cool.  And you’re based out in New York City, which is, I understand, sort of experiencing in the middle of a tech Renaissance.

Jordan Stolper:         Indeed, yeah.  No, it’s a lot of fun to be here.

Scott Nelson:    Yeah, because most people are thinking a tech company like StoryDesk would be in the Bay Area but maybe not necessarily the case.

Jordan Stolper:         Yeah, New York has in the last couple or three years really exploded as a destination of Internet-based companies to come to life.  You know, in the end it’s an entrepreneurial city, and it’s a city full of wheelers and dealers and go-getters.

Scott Nelson:    [Chuckles]

Jordan Stolper:         So it makes a lot of sense that these sorts of businesses are launching here, and there’s a lot of support for entrepreneurs in New York right now.  It’s been great.

Scott Nelson:    Cool.  Very good.  And what’s the one-, two-year plan for StoryDesk?  Are you building it as a business or is the in-goal to be acquired by a larger technology company?  What are you thinking?

Jordan Stolper:         You know, we’re focused on our customers.  We want to help businesses to have a wonderful experience with a tablet that can change the nature of the way they do business, and we’re pretty sure that if we can do that, then we’re all going to be happy.

Scott Nelson:    Yup.  Very cool.  And then, I know you haven’t actually spent a ton of time in the life science/med tech world per se, but you’re actually working with customers in this world, I mean there are a lot of ambitious people that are listening to this interview who are interested in technology.  In fact, my most popular interview last year, 2011, was the interview that I did regarding iPad apps, or at least it was one of the most popular ones, so I know that’s kind of a popular topic in the med tech world.  But any advice, you know, one or two things that have really stuck with you as you’ve kind of gone from writer to Fahrenheit 212, then to starting Gliider, and then now StoryDesk?

Jordan Stolper:         For [00:32:33]?

Scott Nelson:    Yeah.  Yeah, anybody that’s ambitious, you know.  Maybe they haven’t necessarily started their own company per se but, you know, that strikes a chord with them.

Jordan Stolper:         Yeah, I advise them to stop talking and do it.

Scott Nelson:    Yup.

Jordan Stolper:         That’s pretty much it, you know.  It’s all there for the taking.  There’s just an incredible amount of opportunity in this country, and if you stand up and you say, “I’m going to do it,” then odds are you’ll be able to accomplish it, and it’s all there for the taking.

Scott Nelson:    I got it.  I love that.  I love that advice.  Stop reading, stop learning and actually do.  Very good stuff.  Well, everyone that’s listening I encourage you to go to storydesk.com.  Jordan, is that probably where you want to direct most of the audience, storydesk.com?

Jordan Stolper:         That’s absolutely right.  I’m very happy to answer individual emails on jordan@storydesk.com, you know, very happy to talk to anybody.  I spend my days on the phone explaining what we do and helping people understand how to use a tablet, and I’d be very happy to do the same for your audience, Scott.  You know, you run a terrific blog and there’s some amazing content here, and you look like you have a very engaged following.  So I’d be delighted to learn more about how we can work in the medical device space and look forward to continuing the conversation.

Scott Nelson:    Cool.  Very good.  So storydesk.com.  It’s exactly how it sounds, S-T-O-R-Y-D-E-S-K dot com, and then if you want to email Jordan directly, there you go.  Email the CEO himself, the cofounder, jordan@storydesk.com.  Very cool.  I think let’s go and end it.  I will ask you to stay on the line, Jordan, but for everyone listening, thanks again for your attention.  We really greatly appreciate it.  Remember, you can get these interviews on iTunes if you just do an iTunes search.  Get on the iTunes store, search for Medsider, and you can   actually subscribe to the podcast for free.  That way all the interviews are automatically dumped into your iTunes account, you don’t have to worry about it, and then you can listen to these while you’re running or going to the gym or driving on the road somewhere.  So, I wanted to mention that before we go and end the call.  But anyway, thanks again for your attention, and storydesk.com, go check it out.  Alright, until the next episode of Medsider, everyone.  Take care.  (Music Plays)


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