George Hryshchuk is a straight shooter. He doesn’t wax poetic on the merits of his company or make big promises that he fails to deliver on. Instead, he maintains a customer-centric approach that has led to Advanced Ultrasound Electronics’ (AUE’s) success for the past nine years. “I think about what’s fair and try to be honest about it,” he says. “Everyone knows that we’re a fair company, and we have a great reputation. We’re also extremely straightforward with customers.”

REPUTATION, INTEGRITY, AND QUALITY

However, what began as a 750-square-foot dedicated repair facility for ultrasound parts and systems quickly transformed into so much more. “When AUE was founded, we repaired only HP5500, HDI 3000/5000, Sequoia, and Aspen machines to dealers,” George explains. Not anymore. Although AUE still serves as a repair facility for GE Multi-Vendor Service, the company has evolved tremendously. “We have grown from a repair facility to offering all services related to ultrasound,” he says. “And we’re one of the fi rst companies that is actually repairing parts that are tested in our own test beds.”

Fortunately, AUE has plenty of room to grow – literally. Occupying more than 9,000 square feet of workspace, the company is renowned nationwide for performing expert-level repairs on ultrasound boards and peripherals. The company also provides fi eld service to area hospitals and sells transducers, peripherals, systems, monitors, and boards at a fraction of the cost of OEMs. Clearly, a lot has changed in only nine years. But one thing that will never change, the Hryshchuk brothers assert, is AUE’s commitment to stellar customer service.

“While our expertise has enabled us to become a full-service provider on the ultrasound side, it’s our commitment to quality customer service and technical support that have helped earn us a loyal customer base,” George says. “The keys to our success have been our reputation, our high quality of work, along with having a knowledgeable sales staff who truly care about the customer ordering the correct part, probe or system.” He certainly practices what he preaches.

For instance, if AUE doesn’t have a certain part in stock, the company will go to great lengths to help the customer fi nd it elsewhere. “I just want to help our customers,” George stresses. “Because of that, I will point them in the right direction if we don’t have something in our product inventory.” Although this doesn’t translate to direct profi ts, it helps build customer loyalty, he points out. Plus, by working with other vendors to locate parts, it also strengthens AUE’s reputation as the go-to source for everything ultrasound within the industry. A “win-win” situation, indeed.

INNOVATORS IN ULTRASOUND

Currently, AUE supports fourteen of these devices. “We continue with this equipment line because we feel that it will be one of the major product lines for the next fi ve years since Philips can’t keep up with the demand for parts,” George explains. AUE also has a lofty, albeit achievable, goal related to the IU22 and the IE33: to have all of the carts for these machines.

It’s all part of staying ahead of the curve in the medical equipment industry, George says. “As you know, technology is always evolving, so we need to stay on top of that in order to better serve our customers and offer cost-effective, quality alternatives to OEM service,” he says. “Our customers rely on us to stay abreast of the latest technology, and we’re committed to doing just that.”

Another way AUE stays on the forefront of cutting-edge technology is by including 4-D ultrasound in the list of equipment it supports. The hottest innovation in ultrasound, 4-D technology permits physicians to diagnose disease that would have previously required surgery to detect. To the Hryshchuk brothers, supporting this technology secures AUE’s position as a market leader. In fact, when asked about AUE’s secret to success, George simply replies, “Keeping up with market trends while maintaining competitive pricing.”

All things considered, it’s certainly an exciting time to be associated with AUE. Business has remained steady despite the challenging economic landscape and customers keep coming back for more. “We constantly stay busy and wear so many different hats,” George reveals. “After all, we will sell to anyone who needs a part.”

But what truly sets AUE apart from the competition is how the company responds to adversity. Instead of throwing in the proverbial towel or making excuses, AUE remains committed to righting any wrong. “What separates most companies from each other is how well a company performs when things go awry,” George says. “That’s where AUE will go above and beyond to make things correct. For us, it’s all about customer service, customer service, and even better customer service.” Point taken.