Global Medical Imaging, LLC
GMI expands its reach with biomed training, support and service

Since opening its doors roughly six years ago, Charlotte, NC-based GMI (Global Medical Imaging LLC) has earned a solid reputation as a premier ultrasound solutions provider and a respected leader in the ultrasound parts and probe repair segments. In the process, the company earned a long list of loyal customers, predominantly physicians in the private practice arena.

While GMI, which became ISO-certified this month for both standard and TEE probe repair, certainly hasn’t abandoned the unique business approach that has made the company so successful, it has nonetheless tapped into new terrain -- as a training partner that helps biomeds in the field self-support and allows hospitals to discontinue costly outsourcing to the OEM by taking back the service function of their diagnostic imaging suites.
“It was a natural extension to our business and a good way to drive more value out of our organization,” said Ryan Dienst, managing partner of GMI. He pointed out that after years of service outsourcing by hospitals, GMI saw a renewed interest in the hospital/biomedical space to recapture the diagnostic imaging suite.
Most feel that ultrasound is the prime imaging modality to tackle first. It is the one imaging modality that does not involve radiation (ultrasound acts more like the other equipment that biomeds typically maintain), it is less risky to have off contract (parts are much cheaper than other modalities), if one system is down you can wheel another one in to keep studies happening, and with the right 3rd party partner providing training and technical support, biomeds will not have to tackle difficult problems alone.
Therefore, helping train biomeds on ultrasound service or directly supporting those who were already using third parties for parts and repair was a logical next step. “We already had these extensive technical services in place to make it happen. We just needed to repackage them and take them to the biomedical market, as opposed to using them solely on the ultrasound system sales side.”
Hospitals have a major financial incentive to move the servicing back in-house. Not only are ultrasound systems better managed by the biomeds who know the ins and outs of the hospital – including detailed information on which systems are installed and where – managing the servicing function in-house can save the facility hundreds of thousands of dollars each year. Equally important, biomeds who are committed to professional skill building and knowledge advancement can foster more effective relationships with their customers (the users of the equipment), promote the value and contributions of their department, and in turn, have the added benefit of better job satisfaction and security.
“Our goal is to train biomeds to service the equipment on their own, while at the same time, being able to serve as a quality, cost-effective partner in parts sales and probe repair,” stressed Pat Lynch, GMI’s biomedical support specialist. “We can sell them a $200 disk drive that would cost them upward of $2000 through the manufacturer. And if they need a probe repaired, we can do it for $500, as opposed to maybe spending $10,000 through the OEM.”

Leaving a footprint
Biomeds’ path to self-support begins with GMI’s Training Academy, which provides comprehensive training on a wide array of ultrasound systems and gives biomedical engineers the confidence and ability to troubleshoot and repair the equipment.
The hands-on training courses, conducted at either GMI’s Charlotte facility or on-site by some of the most knowledgeable technical support engineers in the business, includes First Response Training that introduces new biomeds to ultrasound by covering basic ultrasound physics, system architecture, function operation and basic troubleshooting skills, as well as more in-depth Platform Training for experienced biomeds or ultrasound engineers. Platform Training includes hands-on testing, troubleshooting, knobology, and discussion of the most common issues and resolutions, and is designed to help participants become a platform expert with comprehensive service skills. Another noteworthy plus? GMI’s Training Academy costs a mere fraction of OEMs’ and a portion of the fees can be applied to future parts and repair events.
Biomeds seeking knowledge beyond the ultrasound realm can turn to GMI for that as well. In November, the company hired well-known and respected biomed veteran, Pat Lynch, to provide more broad-focused biomed education. Although Lynch has only been with GMI a short time (the company created the biomedical support specialist position for him), his contributions are far-reaching. An advocate for biomedical association involvement and a long-time supporter of these professional groups, he has already traveled extensively at the local, regional and national levels, speaking to biomed and clinical engineering professionals on a vast array of timely and pertinent topics.
The broad-based training and knowledge-building approach being implemented by GMI is one whose time has certainly come, according to Lynch. He explained that, historically, the biomedical field has been “very splintered” in its approach to addressing – and then documenting – problems and solutions.
“Those in the field keep solving the same problems over and over again because the lessons aren’t being learned or remembered. We aren’t moving forward because it’s difficult to get everyone organized and moving in the same direction,” Lynch said.
A big part of the problem, he acknowledged, is that biomeds only have a limited amount of time and are only able to think about solving the problem that day. “The big downfall with that, though, is we have all these people who are solving these problems, but aren’t leaving behind any footprints for those who follow after them. What GMI is allowing me to do is leave those footprints.”
While the approach is undoubtedly beneficial for biomedical engineers, it’s also a savvy business strategy for GMI. In a trusted, respected, consultative role, longstanding relationships will likely bloom.
“The old [adage] is true. Great relationships make great business partners,” said Lynch.
So does great service – and that’s something that GMI has mastered. Judging by stellar past performance with its physician customers, the new face of GMI that marries the comprehensive, turnkey approach to ultrasound sales and services with broad-spectrum biomedical education and training is bound to strike an equally powerful chord with biomeds.
“We aim to be a primary source of education, market knowledge and training for biomeds, and the consultative partner who helps them take back the diagnostic imaging suites and keep ahead of the learning curve,” said Dienst.
 
For more information on how GMI can help support your biomed department please contact: Pat Lynch, Biomed Services
704-940-7755 x. 4068 • 704-941-0116 cell • plynch@gmi3.com