Growing revenue doesn't always require growing headcount. In this episode, Dr. Mark Dill and Toria Plank share how they increased collections significantly without adding staff — and why "collections" doesn't mean what most dentists think it means.
The secret? Gamification. By creating simple goal-based games with rewards, they unlocked more productivity from their existing team, revealed future leaders, and built a winning culture in the office. This is cheaper than paying third parties for patient acquisition and creates direct ROI for your practice.
Key takeaways
Collections is teamwork, not profit
Collections gets thrown around as a profit metric, but it's actually about every team member doing their job well — from marketing and reception to clinical care and the treatment coordinator. When all those pieces click, patients accept treatment and pay for it. That's collections.
Games reveal your future leaders
Not everyone will play the games, and that tells you everything. The staff who engage with enthusiasm, take ownership, and cheer others on are your future leaders — not necessarily the ones with the most seniority or clinical skill. Watch carefully for who actually cares about growing the practice.
Incentivize your team, not third parties
Third-party patient acquisition can cost $200-$300 per patient. Your staff can generate referrals for $20-$50. Instead of paying external vendors, invest in your people. They know your office best and are your best ambassadors.
Game mechanics that work
Referral cards: $20-$50 per patient who shows up (faster ROI than third-party patient acquisition)
Review challenges: 25 Google reviews = catered lunch for staff meeting (combines reward with team bonding)
Shopping sprees: Let staff spend bonus money on themselves — not just cash (higher perceived value)
Grab bags: Poker chips worth $5, $10, $50, $100 — instant gratification and surprise factor
Gift card grab bags: Mystery rewards from local businesses
Spa days: Coordinate with a local spa, let staff choose their service (facials, massages, pedicures)
Swag rewards: Branded office items (hoodies, umbrellas, mugs) — cheaper than cash and serves as walking advertisement
Time off: Come in an hour late (more popular than leaving early)
Travel/experiences: Longer-term games for bigger goals (sky boxes, trips)
The rules that make games work
Keep it short: Weekly or monthly games, not year-long goals. Short timeframes create urgency.
Reward quickly: Pay referral bonuses the same week. Don't make staff wait months.
Set clear, simple rules: If it confuses you, it'll confuse them. Ask someone outside the game: does this make sense?
Create time limits: "Next three weeks only" beats "ongoing." You can always extend it, but don't start with open-ended.
Make it relevant to practice purpose: Games should drive the outcomes you actually care about (new patients, referrals, reviews, collections, production) — not random contests.
Survey your staff first: Ask what would motivate them. Use Google Forms to gather ideas and make it easy to see what wins.
Real example: In-house referrals
Toria announced to staff: "Who wants to make an extra $50 an hour today?" Everyone raised their hand. Then: "How many can get two in-house referrals?" A few raised their hand. After training on how to present referrals better, they added two new unscheduled patients that day. Cost: minimal training time and referral bonuses. Outcome: more patients, zero additional hiring.