Directional Dynamics

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February 25, 2013 Issue

The Most Powerful Name In Corporate News and Information


With everyone going Mobile, Directional Dynamics is in the Right Space at the Right Time, developing and bringing to market Indoor Mapping, Wayfinding and Patient Engagement Solutions for Hospitals and Healthcare Institutions tailored for use with the iPhone, iPad, Android Devices, Kiosks and the Web

About Directional Dynamics

Directional Dynamics™ is a new company formed by the founders of GDS to develop Interactive Wayfinding & Patient Engagement Solutions for the Healthcare market.

Joe Motta


Joe Motta is the Co-Founder and President of GDS, Inc., one of the leading providers of graphic design and architectural signage solutions for the Healthcare Industry. During his 17-year tenure, Joe has been responsible for growing the business to include over 300 major healthcare institutions throughout the northeast.


Prior to GDS, Joe spent 4 years as National Account Manager with Hayes Ligon, a start up PC-based software company connecting European automotive manufacturers and their North American auto dealerships. Joe was also instrumental in the acquisition of Hayes Ligon by ADP. Joe began his career at Reynolds and Reynolds as a Regional Account Manager representing turnkey business systems to automobile manufacturers.

Business Services



Directional Dynamics

545 8th Avenue,

Suite 1270

New York, NY 10018-2423




Interview conducted by: Lynn Fosse, Senior Editor, CEOCFO Magazine, To be published – February 25, 2013


CEOCFO: Mr. Motta, what is Directional Dynamics?

Mr. Motta: Directional Dynamics provides hospitals and healthcare institutions with indoor mapping, wayfinding and patient engagement solutions. The application is primarily focused on iPhone, iPad, and Android devices, but can also be accessed from kiosks and the web, so it is essentially a multi-platform navigation solution.

In a hospital, someone might want to find a loved one and realize that under the circumstances it’s an incredibly confusing and stressful environment. We’re creating a platform that gives patients and visitors a digital way to retrieve information, such as how to find a department, a patient room, or doctor. DD will pull up a map on your phone and give step-by-step directions to get you to your loved one or appointment. Secondly, the patient engagement feature allows hospitals to communicate with doctors and patients. For example, information about special blood drives and flu shots can now be delivered via smartphone.


CEOCFO: Is this a new concept?

Mr. Motta: Yes, this is a new concept in the healthcare space. Location-based mobile apps are extremely hot as evidenced with the success of Google Maps, Facebook places and Foursquare. Directional Dynamics is a spinoff of GDS, which for seventeen years has been providing static wayfinding signage to hospitals. We’re enthusiastic to parlay our expertise into the digital realm as well.


CEOCFO: Where are you in the development or commercialization process?

Mr. Motta: We’re releasing the kiosk, Android, iPhone and iPad platform at the end of March 2013. The, and web versions will be available in Q2. The web version will be especially helpful to elderly people without smart phones. They can access printed maps from the hospital information desk staff. This concierge approach allows patients to download apps to their mobile phone or print out the maps directly from the web.


CEOCFO: When you speak with hospitals do they ‘get’ it immediately or is this an ‘aha’ moment when they realize it makes sense?

Mr. Motta: When we pitch Directional Dynamics, hospitals are generally ecstatic to find a solution to the ongoing problem of navigating confusing hospital environments. Everyone is moving towards mobile phones, indoor kiosks and touch-screen solutions as a way to communicate clear directions. Airports, malls and casinos are now adopting similar technology.  


CEOCFO: Do they understand the content is a way to communicate their story, or is that a new concept?

Mr. Motta: Yes, like most businesses, hospitals are forced to differentiate themselves from the competition. I’ve noticed Memorial Sloan Kettering, one of the best cancer centers in the world, is now advertising on TV. Content delivery is an important way to communicate doctor-patient engagement.


CEOCFO: Do doctors have any input in this or only if they are a hospital administrator?

Mr. Motta: We’ve been primarily focused on feedback from administration, facilities management and marketing. We look forward to doctor’s input down the road.


CEOCFO: What will your revenue model be?

Mr. Motta: Our revenue model is subscription-based with an initial set-up fee for map geo-referencing and content integration.


CEOCFO: You mentioned you worked with about 300 hospitals in the northeast, when you are finished with those, will you be marketing the service yourself or will you look at partnerships or other ways of gaining entry?

Mr. Motta: We are looking at all avenues. We have two major national contracts to leverage. One is a GSA contract with the federal government. The other is with Med Assets, a GPO. There are over 25,000 hospital clients nationwide within these networks. Eventually, our distribution will be sold through resellers and potentially, Electronic Health Records (EHR) software companies.


CEOCFO: Is there a particular size or type of hospital that you think would be the best first candidates, or really is it across the board?

Mr. Motta: Directional Dynamics works across the board however, the larger the medical center, the greater the need. Our product integrates with Google maps enabling door-to-door wayfinding.


CEOCFO: Development and commercialization is always expensive, does Directional Dynamics have adequate funding to take you through the next steps?

Mr. Motta: You’re correct, development and commercialization is expensive. We’re in the process of fundraising and fortunately, have a great deal of interest from angel investors. To date, we’ve bootstrapped the business.


CEOCFO: Why should the business and investment community pay attention to Directional Dynamics?

Mr. Motta: Businesses and investors should pay attention to Directional Dynamics because we’re pioneers in the space. The Co-founders have over 25 years experience consulting and marketing in this space. We understand the hospital environment better than anyone and are first to market in mapping and patient engagement for hospitals. It’s a homerun for anyone wanting to be involved with us from a partnership standpoint.


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"When we pitch Directional Dynamics, hospitals are generally ecstatic to find a solution to the ongoing problem of navigating confusing hospital environments. Everyone is moving towards mobile phones, indoor kiosks and touch-screen solutions as a way to communicate clear directions. Airports, malls and casinos are now adopting similar technology.”- Joe Motta


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