A Healthy 44

Western Medical owner George Dunaians is up to the challenge of bringing his
family-owned company into the future

It’s challenging being a small business in a world of big competitors. “It is the larger distributors vs. the smaller ones,” says George Dunaians, owner of Western Medical Supply. “Ironically, in these times, when politicians are stressing, ‘We must encourage and help small businesses to succeed,’ we are experiencing just the opposite.” Even so, Western – a family-owned company – is thriving, through a combination of customer service and business smarts.

     Western Medical Supply is one of the oldest independent veterinary distributors in California. “For over 44 years, we have served loyal customers throughout California, Arizona and Nevada, with national and international clientele,” says Dunaians.

     “Our customers stay with us because they know we understand their needs,” he continues. “Most of all, they trust us to give them the very best service.” One of them is Betty O’Connor, DVM, San Luis Obispo, Calif. “I have been using Western Medical Supply for over 40 years, and they have been consistently helpful and knowledgeable, and they have a pleasant staff,” she says. O’Connor was recently recognized by Western for her continued support of the company.

     While personalized service is important, it’s not enough to be competitive in today’s business world, says Dunaians. “Most distributors are now nationwide, with warehouses in strategic locations across the country. Manufacturers today are always comparing the amount of business we are doing with their product lines and the ever-changing price margins. Quotas are a factor that often determines if you keep the line or not.”

     To remain competitive, Western has adjusted its business model to be more responsive to its customers’ needs. For example, “as a family owned company, serving a regional area, we are able to make adjustments with our inventory so we can better serve our customers,” says Dunaians.

    “I have always been an optimist. We are still here, and I look forward to reaching our 50th year in business,” he says. “With technology and the Internet leading the way to increased sales, I still feel that our most important asset is a qualified and knowledgeable sales force, as well as the support of our inside staff.”