For more than a decade, Unident/Unimed USA has carved out a niche in California’s medical and dental supply landscape. Based in San Jose and led by owner David Gordon, Unident/Unimed exemplifies the spirit of the independent distributor: nimble, responsive, and relationship-driven. The company provides a wide range of medical and dental supplies and equipment to the California Department of Corrections and Rehabilitation (CDCR) and other state agencies, as well as long-term care facilities, private physician practices, and medical and dental clinics.
Gordon, who purchased the business 14 years ago, runs a lean operation, wearing many hats from logistics and sales to invoicing and customer support. What keeps him energized, he said, is the freedom and fulfillment that come from running a small business. “As my father-in-law told me when I purchased the business, if you are even somewhat successful, you will never go back to working for someone again,” Gordon said. “I think that is true to this day and helps keep me going.”
Customer service as a competitive edge
In a competitive marketplace, Gordon believes Unident/Unimed’s personal touch and responsiveness set it apart. His philosophy is simple: communicate openly, follow through, and treat every customer like a long-term partner rather than a one-time sale.
“One of my best state client procurement analysts, whom I have worked with since I purchased our business, tells me all the time that our company is brought up in his team management meetings,” Gordon said. “They ask him, ‘Why do you keep going back to Unident/Unimed and David Gordon all the time when there are so many small business vendors to choose from?’ His response is always the same: He continues to work with us because I always respond to emails, I pick up the phone when he calls me for an urgent request/issue, and I communicate on a regular basis during a purchase order cycle, providing him with tracking information and updates. He can rely on me to get him what he needs in a timely and efficient manner.”
That level of attentiveness has earned Unident/Unimed a loyal customer base within California’s state procurement system. Gordon’s commitment to communication and accountability builds trust that’s hard to replicate. “I believe communication, openness and taking responsibility for any mistakes I make is key in building trust,” he said. “I let my clients know up front that we do our best to respond to emails/voicemails within 24 hours and that they can reach out to me or my employee anytime for help with immediate requests or issues. I tell them that I might not be the least expensive distributor, but they will get great customer service and better overall ‘value’ by working with my company because I am looking to build a long-term relationship and not just a quick sale.”
Running Unident/Unimed means managing every facet of operations. Gordon typically starts his day by reviewing and responding to emails before an office meeting to set priorities. From there, he prepares shipments, conducts sales and marketing outreach, and handles invoicing and payment follow-ups. Throughout the day, he stays available to address any major customer service issues that arise, ensuring smooth operations and quick responses to client needs.
Navigating the California small business landscape
Unident/Unimed’s designation as a California-certified small business has been central to its growth and customer base. For years, the state has reserved portions of its purchasing for small, registered businesses, giving Unident/Unimed opportunities to serve state medical facilities such as prisons, hospitals, and veterans’ homes. When Gordon first acquired the company, there were relatively few competitors in this niche, but the number of small distributors has grown significantly over time.
That increased competition, combined with changes in how the state manages procurement, has made the environment more challenging. California has shifted toward large, centralized contracts handled by major suppliers, which can make it harder for small businesses to compete.
Serving the California Department of Corrections and Rehabilitation presents its own complexities. “There are plenty of challenges when dealing with CDCR,” Gordon said. “First of all, you rarely get to speak with the end user at the facility who is actually using the products; instead you are dealing with a person in the warehouse who is in charge of ordering the supplies and equipment for the prison, but many times does not have the knowledge of what they are actually purchasing.”
This process, he explained, can add layers of communication and delay. “They have to continually go back to the medical personnel to make sure they are ordering the correct items and this takes time,” he said. “In addition, many of these warehouse purchasers have other duties, beside ordering supplies, so they are always busy and tough to get in touch with any questions.”
Still, the opportunities are significant. “The opportunities with CDCR are many since they do have about 30 prisons in the state and all of the prisoners are granted access to healthcare,” Gordon said. “Therefore, they are buying anything from disposable items, such as bandages, to large equipment such as hospital beds and vital sign monitors.”
Beyond state contracts, Unimed also supplies private-sector clients. “Private facilities are a different group altogether than state facilities,” Gordon said. “The main difference is that with private medical/dental facilities, they don’t have to use more than one vendor if they don’t want to. They can just use one sole source distributor for all their needs and not necessarily work with the lowest priced vendor.”
He added, “Even though many private facilities might want the lowest price, they often are really looking for a ‘best value’ vendor, where the pricing might be a little higher, but they get better customer service and value added to their purchase.”
Diversification and growth
Gordon encourages other independent distributors to stay flexible. “Diversify as much as possible, not only with your customer base but also with your vendors,” he said. “When I first took over the business, we focused primarily on California government facilities by selling medical and dental products to them. Now, I have expanded beyond that space into recovery centers, community colleges, long-term care facilities, veterinary hospitals, etc. In addition, I have sold radios, TVs, IT components – just about any viable product that we can supply and make a good profit on.”
Looking ahead, he sees diversification as key to Unident/Unimed’s continued success. “My goal is to keep diversifying our business by reaching out to various market segments, including other government medical facilities and private institutions,” he said. “One of the ways I have been able to do this is by working with my manufacturer sales representatives who have provided me with new potential client referrals. It also works both ways, as I can refer them business too.”
Gordon is also intrigued by emerging technologies. “I am always looking for new markets or technologies,” he said. “I would be interested in becoming a distributor for a medical robot company at some point and learning more about AI and how we can use that to help our growth in medical product sales.”
At the heart of Unident/Unimed’s success is a simple principle: trust. “The most important value I add for my clients is that they can trust me as I believe in building long term relationships that last for years,” Gordon said. “Both my parents were small business owners and their customers did business with them because they trusted them. My father was especially great at building relationships – it came naturally to him. I treat everyone with respect and want to get to know people so they can feel comfortable doing business with me. I instill that in my employees as well; if they don’t treat our clients well, then they will not be working for my company.”