• Section: Money Guide - Category: Online Business
• Written by Meg Ferguson

Sentry Surgical Supply, the region's leading provider of stainless medical instruments and supplies, just celebrated 25 years servicing the local medical industry. And in that 25 years they've created a formula that they proudly call the "Sentry Advantage." This "advantage" has brought great success to their regional business. So going national just seemed natural but it wasn't without its challenges.
"We had to answer the question if doctors were ready to order their instruments online," Mark Ferguson, Vice President of Marketing and Business Development explains. "Our original business model focused on building relationships, the kind where you can put a face to a name - its how we've built 25 years of trust with our customers. We needed to build those relationships online and that is not as easy to do."
With so much competition online, SentryStainless.com, the newest online and national division of Sentry Surgical Supply,

wanted to avoid the "me to" stigma.

Investing in market research, SentryStainless.com found something other than the obvious, something that would set SentryStainless.com apart from the competition and propel it into the number one position for online providers of medical instruments. They found that physicians didn't want good pricing, they expected it and with the introduction of the Internet, they could shop around until they found the best pricing. That was easy. But more important than that, SentryStainless.com found that physicians viewed customer service knowledge of the products to just as if not more important than pricing. This is where SentryStainless.com already had the advantage.

"All of our products are deeply discounted as a result of our specially negotiated contracts with our major manufacturers. SentryStainless.com is able to provide our customers with the most competitive pricing on popular, high quality, name-brand items such as Miltex," Ferguson added. "But providing customer service in the form of sales consultants that know the product lines and can readily explain the benefits and features is harder to develop. Luckily SentryStainless.com already has a sales staff in place with over 25 years of experience in the medical industry."

By meeting the demands of their online audience, SentryStainless.com launched nation-wide in 2006 offering their online "Sentry Advantage."

About SentryStainless.com www.sentrystainless.com

SentryStainless.com is a division of Sentry Surgical Supply and the leading online provider of stainless steel medical and surgical instruments. Offering and extensive product line including Miltex instruments, Sentrystainless.com joins Sentry Surgical Supply in celebrating 25 years of servicing the medical industry. SentryStainless.com 117 Boro Line Road King of Prussia, PA 19406 610-962-0666.

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