We had the good fortune of connecting with Renee Caldwell and we’ve shared our conversation below.
Hi Renee, is there something you can share with us that those outside of the industry might not be aware of?
I think many pregnant moms are not aware that some ultrasound imaging companies do not employ medical professionals in their prenatal imaging centers. They often use misleading marketing slogans such as “Certified Provider” or “Trusted Seal.” They even create emblems or group accreditation symbols that could mislead the general public into thinking they are recognized by a medical organization when in fact they are not. At Stork Vision we only employ trained medical professionals that are recognized by organizations such as the American Registry for Diagnostic Medical Sonography® (ARDMS®), the American College of Obstetricians and Gynecologists (ACOG), the American Institute of Ultrasound in Medicine (AIUM), the Association for Women Radiologists (AAWR), and the American College of Radiology® (ACR®). Our accreditation standards far exceed those in individual State and Federal compliance regulations. Many other ultrasound companies do not require that they have a medical director licensed in their state, their scans are not being reviewed and they do not have a protocol in place for emergencies. At Stork Vision, we believe in the importance of having all ultrasound reviewed by a medical director board certified physician, licensed in state, who continuously provides guidance, oversight, and quality assurance in all our facilities. We require that every Stork Vision® center have a medical director that reviews scans, personally contacts the customer’s prenatal care provider in emergency situations, and ensures that Medical Device Reporting procedures are in place along with routine preventative maintenance checks. Professionalism, safety, and quality assurance are paramount to our brand. Our mission is to provide our customers with an experience like no other, one that ensures safety, quality and a consistent experience.
Please tell us more about your business. How did you get to where you are today business-wise. Was it easy? If not, how did you overcome the challenges? What are the lessons you’ve learned along the way. What do you want the world to know about you or your brand and story?
While our business has grown over the years to 20 stores nationwide, it hasn’t always been easy. One of the biggest challenges we faced early on was the legal struggle with our trademark. That’s the one piece of advice I would give small-business owners: get your trademark sorted out early on. There was a problem with filing ours, so it took two years. Going through the franchising process also was really challenging and the amount of legal expertise necessary and the cost involved was a much bigger and harder project than starting it. We’re glad we’re there now, because to have that standard of excellence in our operation protocol is great. It made us look at our company and see exactly what we wanted to offer. The one thing I want all of our valued customers to know, is that at Stork Vision, we take great pride and joy in knowing that not only do we provide a way for women to experience the first glimpse of their baby in a warm and inviting setting but that they can do so with a professionally trained and certified sonographer. We are honored that over 2000 women each month choose to share their pregnancy journey with us.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
If I am picking someone up from Love Field, Neighborhoods Services is always my go to dinner spot! We love to do a staycation at the Joule Hotel and spend the afternoon poolside! Try the coconut pineapple margarita. Bishop Arts is my favorite walk around, drink and eat neighborhood. Stock and Barrel is to die for! Catching music at the Kessler Theater is the best.
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
My staff and store owners are amazing! Thank you for all the work you do to make Stork Vision great along with the support and guidance you give to me. Each and everyone is brilliant in their field of expertise! Tom, Kristina, Lynn, Mike, Bridget, Rob, Christine and my side kick Nancy, thank you all for making work so fun and being so dedicated to our Brand. Thank you to my husband Carey for always having faith in me and being my biggest fan. Thank you to my tribe of friends that are such brilliant women who always love and support me. Thank you to my kids and family who always are my driving force to make this world a better place.