By: Dr. David Rice, Founder & CEO IGNITEDDS
Every January – dental practices around the globe set goals with the best of intentions. We strive to …
- Increase production
- Improve case acceptance
- Grow new patient flow
- Shrink stress
- Lead better
And yet by February – just like the gym promise so many make – most of those goals quietly fade into the background – replaced by overwhelming schedules – the same team challenges, and day at a time survival mode.
Friends- the problem isn’t motivation. The problem is how we set and execute our goals. Let’s dig in…
The Real Reason Dental Practice Goals Fail So Quickly
Most of our goals are:
- Too vague
- Are not systems driven
- And no one truly owns them
As they say – a goal without structure is just a wish.
Successful dental practices – like every successful business are system-driven. When our goals aren’t connected to daily behaviors (habits) and metrics – they collapse under the weight of life’s busyness.
Mistake #1: Setting Annual Goals Without Breaking Them Down
“Grow production by 15% this year” sounds great – but what does that mean for today?
Why This Fails
- Annual goals feel lofty and distant
- Teams – and often you and I don’t feel the urgency
- Progress isn’t measurable day-to-day
How to Improve It
Break annual goals into:
- Quarterly targets
- Monthly benchmarks
- Weekly actions
- Daily habits
For example:
- Annual goal: Increase production by 15%
- Q1 focus: Improve scheduling efficiency and case acceptance
- Monthly benchmark: X patients said yes – scheduled – treatment completed
- Weekly action: Target X patients and have Y conversation
- Daily habit: Morning huddle – who are those patients – who is asking – how did we do yesterday
Small – consistent execution beats ambitious planning every time.
Mistake #2: Goals That Don’t Tie to Actual Systems
Many dental goals fail because they don’t address the systems that produce results. You can’t:
- Improve production without fixing scheduling
- Increase new patients without improving phone conversion
- Boost collections without tightening billing workflows
How to Prevent It
Audit your systems first:
- Phone systems – do patients feel they’ve called the right practice when they call yours?
- Scheduling templates – are you block scheduling with intention?
- Case presentation process – is it the same every time? Working?
- Billing and collections workflows – with every team member involved collecting day of service?
Then attach goals directly to system improvements – not just outcomes.
Mistake #3: No True Ownership/Accountability
When everyone owns a goal – no one owns a goal.
Common Accountability Problems
- Goals discussed once and never revisited – this one’s on us as leaders
- No assigned leader per goal – this doesn’t mean one team member does all the work – it does mean one team member is accountable for the results
- No defined success metrics – we must show our teams what a win is
How to Prevent It
Every goal should have:
- One owner
- One measurable metric
- One recurring check-in
Accountability isn’t pressure – it’s clarity – and clarity fuels more wins.
Mistake #4: Ignoring the Reality of January and February
January and February are not “normal” months in dentistry. Patients are:
- Navigating new deductibles
- Recovering financially from the holidays
- Delaying discretionary treatment
Why This Matters
Goals that ignore seasonal behavior can feel discouraging quickly.
How to Prevent It
Use Q1 for:
- System optimization
- Development and calibration
- Cleaning up inefficiencies
- Building momentum rather than perfection
Strong foundations outperform aggressive expectations.
Mistake #5: Treating Goals as Personal Instead of Team-Based
Practice growth doesn’t happen in the operatory alone.
When goals live only in the doctor’s head:
- Teams lack buy-in
- Execution becomes inconsistent
- Progress stalls
How to Prevent It
Engage and empower your team to build goals and systems with you:
- What does this goal translate to for the front desk?
- How does hygiene make it happen?
- In short – what is every single team member’s contribution?
Alignment fuels execution.
Mistake #6: Too Many Goals at Once
More goals don’t equal more progress. Focus is key.
How to Prevent It
Limit your focus:
- 1–2 business goals per quarter
- 1 leadership or culture goal
- 1 operational improvement at a time
Deep dives discover more treasure – especially when this is new to you.
Mistake #7: No Systems for Tracking Progress
When progress isn’t visible – motivation disappears.
Common Tracking Gaps
- KPIs reviewed inconsistently
- Data discussed but not acted on
- No visual scoreboard
How to Prevent It
Track a short list of metrics:
- New patient conversion rate
- Case acceptance percentage
- Open chair time
- Collections percentage
Review your metrics weekly – and the most critical – daily in your morning huddle.
How Successful Dental Practices Prevent Goal Failure
High-performing dental practices do three things differently:
- They focus on systems before outcomes
- They prioritize execution over intention
- They review goals daily & weekly rather than yearly
Goals don’t fail because dentists stop caring. They fail because the business never supports them.
Final Thought: February Doesn’t End Your Year … It Reveals It
If goals fall apart by February – it’s not a failure – it’s feedback – that your systems, structure, or leadership habits need adjustment.
Think of January and February like you do when yo see a new patient – they are diagnostic months. And once we diagnose for complete care – we see the path – even when we need to segment care.
Instead of asking, “Why didn’t this goal work?”
Ask, “What system(s) can we improve and who will own each improvement?”
If you made it this far – and you want to learn more – CLICK HERE
Until next time – Together We Rise,
David
