Madison company Redox hit a milestone at this month’s South by Southwest conference in Austin.

Its three co-founders, all former Epic employees, realized it’s no longer a true early-stage company touting lofty goals and potential avenues. Instead, says co-founder Niko Skievaski, its pitch is now about how its customers are already improving health care.

“We’re not at a point anymore where we should be talking about potential and vision,” Skievaski said. “We’ve actually started executing on that vision.”

Redox, put simply, helps health care apps speak in the same language as health systems and their electronic medical records.

Most health systems have adopted EMRs, partly prodded by Affordable Care Act incentives that were a boon for EMR companies such as Verona-based Epic Systems. Though the records are all based on the same language, health systems can pick between Epic and its competitors’ versions. The health systems can also further modify their EMRs.

All of those different versions pose a difficulty to the myriad of startups that want to tap into the somewhat inconsistent EMR systems. That’s where Redox comes in. It serves as a central hub that can connect the roughly 300 app-makers on its site with health systems.

“We translate the different dialects into a standard,” Skievaski said. Read the full story here.