THE REASONS

It’s not uncommon for a practice owner to have some frustration over the disappointing production of an associate OD. Barring extenuating circumstances, I think most ODs in a practice should have relatively similar production (per patient).

I always recommend scheduling regular meetings with associate ODs to review production. If the OD isn’t aware there’s a problem, there’s no motivation to make improvements. It’s also important to structure the conversation in a way that’s motivating to the associate. Pushing an OD to “sell” can feel forced and create resistance. Focusing on the importance of practice growth to continue providing the best patient care (technology investment, staffing, office upgrades, etc.) should be acceptable by most ODs.

THE IMPLEMENTATION

Here are a few considerations to facilitate the discussion on production:

• Plan to meet regularly to review production (monthly or quarterly).
• Focus on a few key metrics the OD has control over.
• Approach as a mentor, not a “boss.”
• Align on strategies to impact the metrics.
• Optional: Have the associate shadow you.

Another option is to use an incentive program to create additional motivation. The most common incentive program would be production-based pay, usually between 15% to 18% of the associate’s production. OM