Why Talking About Production Feels Icky — And Why It Shouldn’t

Production. For some reason, this topic feels like a dirty word in the world of dental and medical practices. When it comes up, there’s often a palpable discomfort. It makes some professionals feel like they’re pushing services patients don’t need, stripping away the compassionate care that drove them into the profession in the first place. I get it. There’s a perception that focusing on production somehow means prioritizing profit over patient care.

But here’s the reality: production is simply a metric. It’s a measurement of the number of procedures charged out in a specific period. I know that sounds like a "Captain Obvious" statement, but sometimes it’s important to start with the basics.

The truth is, production leads to collections. And collections? That’s the fuel that runs your practice. Without it, you can’t pay your staff, invest in new technology, or expand your services to better serve your community. But let’s go beyond the numbers for a minute and talk about what production really measures: the amount of care you’ve been able to deliver.

In every practice I’ve worked with, we focus on things that can be measured because what gets measured can be improved. And one of those key performance indicators (KPIs) is always production. Not because we’re trying to "sell" unnecessary treatments, but because production is a window into how effectively you’ve been able to serve your patients. How many people came through your doors in need of care, and how many of them left with better health because of it? That’s what production tells you.

I’ve never met a practitioner who recommended treatment a patient didn’t need. Never. So let’s get that out of the way. Every procedure you perform is based on a need that, if left untreated, would likely worsen a patient’s health or quality of life. That baseline trust should already be in place.

With that trust established, production becomes a critical tool, not just for keeping the lights on but for tracking how much of a positive impact you’ve had. It’s a reflection of how many people you’ve been able to help. When you understand that production is about service and care, the discomfort begins to melt away. Production isn’t about selling; it’s about serving.

That’s the message that needs to be communicated to your team as well. They, too, need to understand that production isn’t just a business metric — it’s a direct reflection of how many patients they’ve been able to facilitate care for. And the more they grasp that, the more aligned they’ll be with the mission of the practice: to serve, to heal, and to make a difference in the community.

Yes, production is fueled by full chairs and procedures charged out, but it’s also fueled by your ability to meet patient needs. The next time you start thinking about production, don’t let the discomfort creep in. Instead, think of it as the gold standard for measuring the impact you’re making. It’s not just about sustaining your practice; it’s about knowing how much good you’ve been able to do.

When viewed through this lens, production becomes a testament to how effectively you’ve been able to serve your community — and that’s something you can feel good about.