DR. ACE GOERIG
OWNER & CO-FOUNDER
At Endo Mastery, one of the biggest challenges we face with doctors is overcoming their productivity bias. Productivity bias occurs when a doctor has doubts about being able to achieve higher productivity in their practice. At the upper end of the scale, it morphs into a generalized disbelief that it is even possible for any doctor.
In endodontics, our revenues and practice success are fundamentally driven by the number of cases we complete. The best measurement of overall productivity is the average number of cases completed per day. The typical endodontist completes 3 to 4 cases per day. So, that is a level of productivity that we can universally agree is possible for everyone.
Assuming you have an unrestricted flow of referrals, at what point do you start to doubt whether it is possible for you and your team to achieve a certain level of productivity?
- 5 cases per day
- 7 cases per day
- 9 cases per day
- 11 cases per day
Almost all doctors will accept that with unrestricted referrals and improved clinical team organization, they could most likely grow from 3 to 4 cases per day to 5 cases. At 7 cases (about double the average endodontist), doubt can start to creep in. At 9 cases, many doctors are suspicious about how it is possible. At 11 cases, most doctors are in full disbelief.
The interesting question to ask yourself is what prompts you to start doubting. What issues are coming up in your mind with each level of improved productivity? Here is what often comes up:
- The perception of being too busy and stressed during the day
- The perception of pressure on the doctor for clinical speed
- The perception of clinical shortcuts that affect quality of care
- The perception of compromised patient outcomes
Source of productivity bias
At Endo Mastery, we have clients who have achieved all these levels. These doctors unanimously report less stress, less pressure and improved ability to focus on quality care and clinical outcomes (compared to their past less-productive practices).
The disconnect between your perception and the reality of highly productive practices comes from judging them relative to your own practice, your own experience, and your own context. Those factors define your “possibilities horizon” where you only see as far forward as your current situation allows you to. But when your situation changes, your possibilities change.
The journey of growth is a progressive one. No one jumps from 4 cases per day to 6 or 8 cases per day overnight. However, once the momentum begins with improved scheduling and systems, the growth can happen quite quickly.
Where should you set your goal?
As highly educated and high performing individuals, doctors often want to compare themselves to their peers. While I think that benchmarking can be a useful motivating strategy, it can become demotivating if you are comparing yourself so far from your own context that you trigger productivity bias and doubt (either in yourself or what you are comparing yourself to).
As far as setting a goal for yourself, my recommendation is to start with your current level of productivity and then just add more 1 case per day consistently. It’s that simple. That would have a substantial impact on your bottom line (probably over $200,000 annually) and it’s a level of growth that is completely achievable within a year for almost every doctor. In fact, it’s the minimum level of growth that Endo Mastery promises and stands behind for all new coaching clients, regardless of your current situation now.
Getting started all depends on getting over your bias, doubt, and disbelief at the beginning. If you would like assistance, please schedule a call with our team.