The Reasons

Many practice owners struggle with underperforming associate ODs, but in many cases it’s not a motivation problem – it’s a clarity problem. Without defined expectations and benchmarks, associate ODs remain uncertain about the definition of good production. The key to having this discussion with an associate more motivated by patient care than practice revenue is to find common ground. My advice: Focus the discussion on how to confidently prescribe care that improves both practice revenue and patient outcomes.

How to Do It 

• Set benchmarks based on your practice metrics, not national averages. When benchmarks are based on your production or that of other associates in the practice, the benchmarks are viewed as more realistic. 
• Meet regularly (monthly or quarterly) to review production data in person. Accountability results from having to consistently report on production. 
• Coach with curiosity. Ask questions like, “What’s holding you back?” or “Would you be open to a few suggestions?” Create space for the associate to share their concerns or ideas and present your ideas as suggestions as opposed to edicts, which are more likely to get pushback.
  
  This isn’t about pushing sales; it’s about helping associates succeed, deliver better care, and feel more invested in the shared success of the practice. OM