The New Composition of Big Production

Kirk Behrendt

Speaker & Coach
ACT Dental Practice Coaching

Many pundits argue that the United States won’t see any relief from the current recession until 2011, at the earliest.  It’s my opinion that many of the challenges that this country faces haven’t even surfaced yet.  Now, whether or not that is true is a worthless debate!  The more important topic is what to do about your production levels in the current economic climate.  This month we will examine what this year’s big production is composed of and evaluate how you can make it happen effectively and predictably with your team.

Last Year’s Production

Last year was great, wasn’t it? Work came easily and at least half of it was in the attractive package of big, cosmetic cases. The composition of production for a truly exceptional and “comprehensive practice” consisted roughly of 50% of general dentistry and hygiene related services, while another 50% of the production consisted of cases that were 3 units or more. 

In early 2008, you might have started out the month SLOW and then a patient said “yes” to a bigger case. That one case could generate enough revenue to make the month a good one.   The following week another patient says “yes” to a second big case and now you are set to have an EXCELLENT month.  Just two cases and the financial outlook zoomed up, transforming a SLOW month to and EXCELLENT month. 

This Year’s Production

This year is different. You are feeling it pretty acutely already. This year has changed the rules of the game and the production of a truly exceptional and “comprehensive practice” has morphed to around 70-80% general or family dentistry, while the other 20-30% of the production consists of cases that are 3 units or more driven more by health than cosmetics. That’s a pretty dramatic difference. And many dentists are reporting to us that they are working a lot harder to either keep the status quo or maintain very moderate growth.



Don’t get upset by this.  Instead, let it fascinate you.

Don’t spend too much time discussing or hoping for the recession to end.  Instead, spend your time using it as an opportunity to get clear about what produces great numbers in your practice. This is an opportunity to refocus your practice, to encourage your patients to experience health and to focus your marketing on general dentistry and health care issues.

Don’t be discouraged by the idea of taking your focus off the glamorous cosmetic cases and putting it on restorative and family care. Health is exciting and with all the new studies showing the links between oral health and whole body health, you have lots to talk about.

This is also an exciting time to coach your team and pump up their enthusiasm for new opportunity. Be sure that they are making a patient’s first experience with your office a powerfully positive and pleasant one. That might even mean coaching them on phone skills! That first contact is a critical element in building relationships with patients that last.

The change in the economic climate this year is the perfect opportunity to refine your systems, gain clarity and work hard at creating a true advocacy relationship with your patients.

Here are 5 Elements for Big Production in 2009:

  1. See every interaction as an opportunity.

  2. The two most important patients in your practice are the one you are currently working with and the referred new patient. 

  3. Take time to create relationships with your patients and make them feel well cared for even if they are not big number cases. Every case offers the potential of future work and referrals.

  4. Gear your marketing toward health instead of beauty. Your patients are less likely to give up their health than they are to give up the elective care.

  5. Take good care of the women who come to your practice. They are the primary health care decision makers and are the ones who will talk the most (excellent word of mouth marketing!) about their positive experience with you.


I have said it before. Your enthusiasm and focus will generate enthusiasm in your team and your patients.  The side effects of enthusiasm, or momentum as I called it in another article, are greater than just financial improvements. It is good for the emotional health of your team and your patients.  Morale just soars. Positive energy will attract great patients, help you take more pleasure in your work and really make this year a productive one.

Kirk Behrendt is the Director of ACT Dental Practice Coaching. He has lectured all over the United States to major meetings and study clubs.  He has extensive experience on practice profitability, team building, leadership and dental practice marketing/branding. Kirk and his team are primarily focused to positively impact the future of dentistry one practice at a time. You can reach him at 800-851-8186 or email him at kirk@actdental.com