New Probe Repair Player Bases Business on Expertise, Quality, Innovation
by Julie E. Williamson

Attention, biomeds: there’s a new player in the ultrasound probe repair market that’s serving up a multitude of unique solutions and services – with years of experience and quality-focused capabilities at the core of its operations.

That new provider is SoundAid LLC, the sister company of industry leading ultrasound solutions provider Global Medical Imaging LLC, Charlotte, NC. Becoming involved in the probe repair segment was a natural progression for GMI, which has been steadfastly committed to finding cost-effective, quality-driven approaches to better serve its installed base of more than 1,000 machines. While the development of SoundAid is a feather in GMI’s cap, it’s the customers who will undoubtedly benefit from the relationship between the two companies.

“SoundAid certainly isn’t a standalone company. It was founded by an established, key player in the industry, and as a result, is entering the market with all that scale, expertise and reputation behind it,” said Todd Ezrine, SoundAid’s general manager. Ezrine is a former consultant for Bain & Company and the former general manager of a $100 million business unit.

Unlike many new companies that have been forced to iron out their kinks in front of the public’s scrutinizing eye, SoundAid’s relationship with GMI has enabled it to strategically perfect every element of the business from an internal quality and operations standpoint before going to market. The company earned its stripes by first repairing probes for GMI and several other strategic customers, allowing it to enter the market as a well-oiled, fully-functional machine. In doing so, SoundAid has already completed more than 1,000 repairs, with 95 percent of quotes going out within 24 hours. The company also boasts a 92 percent on-time delivery record, and a less than 2 percent warranty return rate (Sound-Aid offers a 90-day repair warranty).

Having daily access to GMI’s experts in regard to probe and system testing and troubleshooting has been a real plus, as has its affiliation with GMI’s founder Scott Ray and managing partner Ryan Dienst – two award-winning entrepreneurs with more than 20 years of ultrasound experience between them.

Of course, establishing its own stellar staffing presence was a critical part in SoundAid’s development process. For several years, the focus was placed on building SoundAid’s capabilities through testing, research and development, and on hiring highly qualified probe designers, former repair technicians, stent R&D technicians, electrical engineers, and medical physicists. The ultimate goal was to create a total, comprehensive solution for customers based around an experienced staff that is committed to quality, cost-effectiveness and customer satisfaction.

Market research substantiates the need for such cost- and quality-focused goals. Not only has the Gale Group and Healthcare Financial Management Association found that the average repair cost is 60 percent lower than a replacement, SoundAid’s research shows that roughly one in four probes in clinical use is in need of some sort of repair to be diagnostically effective and safe.

Beyond the Basics
It’s safe to say that SoundAid isn’t simply interested in being an effective player in the current market landscape. Instead, the company is looking to positively change the probe repair market – essentially turning the industry on its ear and piquing the interest of customers who have been looking for a true partner in the probe repair segment, as opposed to just another basic service provider.

“We’re in a very unique position and are ready to take this company to market full force,” said Dienst. “We created SoundAid to be unique from a service delivery standpoint.”

Its comprehensive, 24-hour repair quotes are just one differentiating element. When customers receive their email-based quote, it includes required repairs and optional repairs that will keep the probe operating at peak performance. With the simplicity of a Chinese menu, customers can pick the repairs they want with a click of a button. From there, they can be assured that their probes are already in the system and queued up for repairs. From that same web interface, customers are also able to select a turnaround time that best meets their needs. “We offer a ten-day return option, but we also offer a three-day and six-day turnaround for those who need their probes right away,” explained Ezrine.

An added benefit of the web interface is that it provides customers with constant visibility into current and past repairs. “They can log in and see all their current probes in process and their probe history. They can even run custom reports, with the biomed or hospital deciding whom is allowed access,” said Ezrine, noting that the web interface eliminates unnecessary paperwork and streamlines documentation. “It creates a more simplified process. If our customers need a hard copy, they can print one. If they don’t, they can simply file it away electronically.”

Those in need of loaners will appreciate SoundAid’s competitive fees and extensive inventory. Because of the GMI-SoundAid relationship, SoundAid can rely on GMI’s scale in the industry to share assets, where appropriate. “GMI has a million dollars worth of probes that we can access for loaners. If it’s a market-leading probe, we’re likely going to have access to it,” Ezrine said.

Preventive maintenance options are also part of SoundAid’s extensive solutions offering. The company has developed an online assessment tool that will allow biomeds to learn more about common probe repair issues. The tool will be implemented in a rolling phase: by January, the company plans to have online examples of a number of different probe types, including linear and TEE probes, among others. The tool will walk users through the probe anatomy and demonstrate what can go wrong with the devices.

Free probe inspections are also part of SoundAid’s quality customer service commitment. Even if a facility’s probe appears to be in good working condition, they can send it in for a free evaluation that includes comprehensive check-up documentation showing the tests that were run and whether the probe passed or failed.

“Biomeds already have a million other things to worry about so from a probe repair standpoint, they can send it in and have the peace of mind that they’ll get a clear picture of what’s going on,” said Ezrine. “If they want us to fix it, we will. If not, we’ll send it back. It’s as simple as that.”

Ultimately, SoundAid’s options, expertise and operational excellence are what Dienst, Ray and Ezrine believe will take the industry by storm and keep customers coming back for more.

“We have what it takes to be a true leader in the probe repair market,” said Dienst. “We are very excited to go out there and prove ourselves now.”

Customers can explore SoundAid’s solutions further by logging onto
www.sound-aid.com or by calling 866.523.1931.