(03/2021) Many medical technology retailers see ultrasound as a specialty that they do not dare to approach. On the one hand, it is about specialist knowledge in briefing medical customers, and on the other hand, it is about purchasing, because manufacturers do not offer good conditions for single-digit quantities per year. The Sonoportal offers an answer to this dilemma. On the one hand, it bundles the demand from numerous trading companies from all over Germany, offers them an internet platform and, on the other hand, provides appropriate training for trading partners. Behind the Sonoportal GmbH from Tittling is Klaus Feicht, a creative industry expert.
Mr. Feicht, you are no stranger to the industry.
I grew up in a business. After my apprenticeship as an electronics technician, I studied medical technology in Munich. Immediately after graduation, I ended up in sales and that's where I found my calling. After several positions in managerial positions, I started my own business in July 2014.
Sonoportal GmbH has been offering its ultrasound services since mid-2014. How did the idea come about and how was it accepted by dealers?
From 2011 to 2014 I worked as an authorized signatory at an ultrasound specialist dealer in Austria. Even then, I recognized the potential of retailers who offer the complete range, so-called full-range suppliers. These dealers can literally supply everything for a practice, except for the special ultrasound segment. And we have changed that through our business model.
Some of the specialist dealers connected to the portal have the "Sono" in their name, others are designated MT companies. What criteria do partners have to meet in order to appear on the Sonoportal website?
The places on the map are actually in great demand. Such dealers should have a basic understanding of the equipment, demo equipment and trained service staff. If not, we will help everyone where they need it.
Is there a graduated partner model - with regard to external presence or rather in the background purchasing and training services? Is this also reflected in tiered bonuses or usage fees?
We basically have no hurdles in our system. We only try to ensure that all specialist dealers receive good training and can therefore also provide good advice.
A good two dozen locations or companies are listed on the homepage. Overall, however, the network is larger ...
That's right. 92 specialist dealers are currently using the Sonoportal. Many of them are used by our specialist dealers for instruction and installation. But the majority sells independently. The dealers on the map are all Sonoportal base dealers and can show the range.
Some of the dealers operate under the name of Sonoportal. What role does your own trading company play and do you act as a franchisor?
We have our own branches in addition to Tittling z. B. in Potsdam, so that we are even closer to our specialist retail partners and the clinics and hospitals. We will also establish further branches in the next few years.
What role does the dealer advisory board play?
The dealer advisory board supports us in all important questions. This group of founding members and wholesalers helps to decide the strategy and performance of the Sonoportal.
Cooperate with other groups, such as B. the Co-med, in terms of purchasing and sales?
Yes of course. These groups in particular are among our very own customers, true to the motto: From specialist retailers for specialist retailers.
They not only train the dealers, but also service personnel at the trading companies. Could you briefly explain the concept to us?
We train the operation of the device and impart medical knowledge so that you can speak a language with the customer. But also the service and
