One area that all the ISOs agreed upon was that because they're third-party companies, they don't have a particular 'dog in the fight,' and can recommend the make and model of ultrasound that best fits your individual needs.

"Just as a new car dealer has only so many types of vehicles to offer, an ultrasound OEM is in the same situation," noted Bill Ispen of KPI. "And it's not just a question of making the best equipment match, it's a question of budget. A quality used car can get you where you want to go for a lot less than a new one, and a used ultrasound can get you an accurate diagnosis for a lot less than a new machine," Ispsen added.

Hap Burnett, of Pyramid Medical, Los Alamitos, CA, said, "one service that you should look for in an ultrasound ISO is impartial and honest consultation. There are a many manufacturers in this space, and many makes of equipment. Knowing which is appropriate at the best price can be difficult for the buyer, but a dealer who wants his customers to have the right machine will ask questions, listen, and clearly explain why they recommend a certain system," he noted. "One thing a good ISO will do is keep you from buying more machine or more probes than you really need."
Being bigger, of course, does not necessarily mean a company is better. There are many mid and small size ultrasound companies that sell quality equipment and deliver excellent service.

Christopher Turner, Owner of C&C Medical Solutions, Noblesville, IN, specializes in offering premium quality, preowned replacement transducers and parts. With 17 years of experience with ultrasound probes, they can provide cost-effective consultative solutions to meet an end-user's needs.

"Some people try to fit a square peg in a round hole, and part of our job is to help them avoid mistakes. We make sure the customer gets exactly the right part, and doesn't buy something that's going to cause problems down the road," Turner
noted.

Lamar Gale of Gale Medical, Savannah, GA, says he keeps customers happy because he goes the extra mile as a standard business practice when it comes to service, and invites potential customers to ask for references so he can prove it. "I have a reputation that I've cultivated over many years for responsiveness and integrity, and I'm happy to provide references to anyone who wants them," Gale noted. "In fact, whenever you deal with an ISO you should always get references, and ask them tough questions; if you don't get glowing answers, you should just move on," he added.

Lynne Gillooly, President of Gillooly Ultrasound, Cornelius, NC, is another dealer that's big on service. Gillooly, who has been in the ultrasound business for over 25 years, was asked what makes her company a leader in this field, and her answer was right to the point: "It's experience. It's making sure the machine the customer gets will do everything that they need. It's being honest, and being truthful about the choices available. Those areas where we are strong, and those where we are not, are discussed openly."

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