Recognizing a Need
When Brett Netherton was working selling neurodiagnostic equipment, he embarked on a journey to take an existing product, improve its quality and offer it with unparalleled customer service. He was convinced he could improve upon current versions of needle electrodes by creating and offering a higher quality product that would be cost-competitive with competitors.

Together with Shawn Regan and Michael O’Leary, they formed their own company and in June 2002, Rhythmlink International, LLC was opened. Focused on the design, manufacture and distribution of a line of neurodiagnostic accessories, Rhythmlink’s products monitor the function of a patient’s central and peripheral nervous systems during surgery.

Filling a Void

Rhythmlink’s product line was not a new innovation, but its standards of quality and delivery certainly were. When Netherton and Regan witnessed first-hand the inferiority in customer demand fulfillment in the neurodiagnostics niche of the healthcare industry, they realized a prime opportunity. Netherton, drawing upon a background in engineering and healthcare and with the critical support of Regan, developed the hands-down best subdermal needle electrode on the market. Michael O’Leary, Rhythmlink’s Director of Operations and International Affairs, helped facilitate a rapid start-up of the company in the U.S. and overseas by drawing on his resources to establish contacts with major Chinese manufacturing sources.

Carving a Niche

In January 2003, Rhythmlink began manufacturing production in China. Materials are first sent from the United States to China for assembly and then back to the U.S. for sterilization. By employing both domestic and foreign sources, Rhythmlink is able to leverage foreign trade for the U.S. market.

Through stringent definitions and expectations in approach to manufacturing and dedication to the client, the partners of Rhythmlink improved on a standard product by developing the highest quality and providing unmatched customer service. These are the traits that define Rhythmlink’s individuality and set them apart from all other competitors.

Facing the Challenges

As with any start-up businesses, there were issues and factors to be taken into consideration.

In the manufacturing arena, establishing a program that institutes and implements quality management is essential. Carol Robinson, training director with the South Carolina Women’s Business Center, assisted Rhythmlink in a dual role with the installation and implementation of an ISO 9001 system. Working with the South Carolina Manufacturing Extension Partnership (SCMEP), Carol assisted Rhythmlink in putting in place a quality program, and, as a representative of the SCWBC, she coached them through the registration process.

In order to fulfill Rhythmlink’s obligation of a “no back-order guarantee,” an extensive inventory had to be created and maintained on hand at all times. As one of the first year’s most strenuous tasks, it was also one of the most critical for setting Rhythmlink apart from the market.

Funding of start-up operations are always a major concern with new businesses, but Rhythmlink found a way to successfully fund the entire company by resources from its three partners and avoid the process of applying for financial loans and creating more debt. Rhythmlink was able to show a profit without relying on any assistance from external financial institutions.

Another challenge facing Rhythmlink was accurate communication with its manufacturing facilities in China. With a true “breakdown in communications,” Rhythmlink partners scheduled numerous visits with Chinese employees to strengthen relationships and learn more about the culture.

In the competitor arena, Rhythmlink faces a constant challenge of staying ahead of the game and maintaining an edge through the promotion of quality measures and client satisfaction agendas.

“We are customer-centric,” says Netherton. And it is this principle that keeps Rhythmlink leading the pack.

Setting the Pace

Truly, Rhythmlink is the pacesetter for the neurodiagnostics healthcare industry.

In its four year operation period, total sales have exceeded $3.5 million and personnel have grown from one full-time employee to more than 12 in the U.S. and 25 in China. With this growth inevitably comes the needed facility space which has grown from a rented warehouse and a 1,500 sq. foot home in 2002 to a 12,000 sq. foot facility in June 2005.

The Research and Development group is currently developing new technology that will allow healthcare providers to do their job more accurately and efficiently at a lower cost, ultimately realizing the goal of better patient care.

Because of Rhythmlink’s inspiring story, Haidee Stith, SCWBC executive director, nominated Rhythmlink International, LLC for the 2006 Small Business Person of the Year award, sponsored by the Small Business Administration.

Rhythmlink’s accomplishments go beyond the call of duty to enforce its ultimate vision: “The consistent delivery of peace of mind to the neurodiagnostic end-user by aggressively pursuing a fair price for products, flawless quality, consistent availability, continuous innovation and the highest level of customer service in the industry.”

It is this vision and dedication that has set Rythmlink apart from the competition and contributes to unbelievable success.