The Assist Matters More Than the Goal

Did you watch the World Cup this summer? I am sure many of you did just like myself. I thoroughly enjoyed the competition and excitement. Soccer has always been our family’s sport. My husband and boys all played through high school and beyond. My daughter and I decided that was too much running for us, but we enjoy watching the game regardless. That being said, it was nice for me to get to watch a sport that I actually understand and know the rules. 

Whenever my husband talked to our kids about the game, he would tell them that the assist matters more than the goal. Of course, when they were young that was a hard concept to understand but as they grew older, they understood what he meant. As we watched the World Cup that was something that kept coming to my mind. “The assist matters more than the goal”, and I watched for that every time. Who was selfless enough to pass the ball where he saw the greatest opportunity for someone else to score the goal and not take the chance on his shot missing entirely? That goal may never have happened had the player not made the pass and placed the ball exactly where it needed to be. Someone saw that opening. Someone moved the ball forward. Someone made the pass that created the opportunity.

Dental practices work the same way. Production, collections, case acceptance, patient retention, and new patient growth may appear to belong to one teammate—or to either the offensive or defensive side of the team—but most successful outcomes result from several well-planned assists. 

Let’s talk about where these assists occur:

• The scheduling coordinator assists the clinical team – By asking the right questions, gathering information, preparing the patient, and scheduling enough time, the coordinator helps create a smoother appointment before the patient ever enters the operatory.

• The dental assistant assists the doctor – preparing the op, completing records and anticipating the doctor’s needs allows the doctor to focus on the patient rather than searching for patient information, instruments or supplies.

• The hygienist assists with case acceptance – they may identify concerns, listen to the patient, explain their findings, and prepare the patient for the doctor’s diagnosis. These conversations can make the treatment coordinator’s job much easier.

• The doctor assists the treatment coordinator – clear treatment recommendations and a strong handoff give the coordinator the credibility and information needed to discuss the next steps with the patient.

• The treatment coordinator assists the schedule – when treatment is explained clearly and followed up on consistently, diagnosed dentistry turns into scheduled procedures.

• The business team assists patient retention – accurate financial conversations, organized communication, and consistent follow-up help patients feel cared for long after the clinical appointment ends.

  
  

One of the biggest mistakes we see dental teams make is focusing only on who completed the final step. There are many steps along the way that often get overlooked. 

• Who prepared the patient for that conversation?

• Who gathered the information?

• Who noticed the opportunity?

• Who made the handoff easier?

• Who followed through and reached out to the patient that wasn’t ready?

  
  

This shifts the focus from individual credit to team success. When only the person who “scores” receives praise, employees may begin protecting information, competing for credit, or staying inside their own departments. When owners/managers recognize the “assist”, they strengthen cooperation.

For example, instead of saying: “Great job scheduling that large case.” A leader might say: “That was a great team effort. The clinical team built trust, the doctor gave a clear recommendation, and the treatment coordinator followed through.” This type of appreciation helps people understand how their work affects the end result.

The strongest dental teams are not filled with people asking, “Who gets the credit?” They are filled with people asking, “How can I help the next person succeed?” A great patient experience is not created by one department, one conversation, or one superstar team member. It is created through dozens of small assists throughout the day.

The goal may appear on the scoreboard, but the assist is often where success truly begins so see the opening, move the ball forward and make the pass. That assist is going to be just what the doctor ordered.

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Janice Janssen, RDH, CFE, Consultant

At age 14, Janice Janssen got an after-school job working for her dentist. Twenty-something years later, she is the co-founder of Global Team Solutions and an expert in practice consulting. Besides hands-on experience, Janice has gained professional recognition for her hard work and commitment to excellence. She is co-author of OMG! Office Management Guide, the “bible” used in GTS training workshops. She is a member of the Academy of Dental Management Consultants (ADMC), and is a Certified Fraud Examiner (CFE), which positions her as an expert in educating dentists to deter fraud and embezzlement in their practice.

Janice can be reached at: janice@gtsgurus.com