Are You Spraying and Praying with Your Strategy?

Earlier this year, I went duck hunting with my 15-year-old son. Let me preface this by saying: I’m not a great shot. I knew going in that the odds of hitting anything were slim. But for me, the real objective wasn’t to bag a duck—it was spending time with my son and making memories.

When we started, I confessed my lack of skill. My son, in his usual witty way, laughed and said, “Don’t worry, Mom. Just aim at the bird and then spray and pray.”

So, I did exactly that. I aimed, I shot, and—well, I have no idea if I actually hit anything. But my son says we might have gotten a duck, and that’s good enough for me.

Reflecting on this experience later, it struck me how often businesses, especially Dental Service Organizations (DSOs), take the same “spray and pray” approach when it comes to their strategies. Instead of taking the time to clearly define objectives, align their teams, and focus their efforts, they aim broadly and hope for the best. And like my hunting trip, this might occasionally yield results, but more often than not, it leads to wasted time, energy, and resources.

So how do we move away from this scattershot approach? Let’s break it down.

What “Spray and Pray” Looks Like in DSOs

In the context of DSOs, “spray and pray” often manifests in a few common ways:

1. Launching multiple initiatives at once:

Often, leadership identifies a range of opportunities—expanding locations, increasing hygiene production, implementing new technologies, or improving doctor recruitment. Instead of prioritizing, they tackle everything at once, spreading teams thin and diluting their efforts. The result? Mediocre outcomes and a team that feels overwhelmed.

2. Generic recruitment and retention strategies:

Many DSOs cast a wide net, offering broad incentives or blanket solutions to attract and retain clinicians. But these efforts often fail to address specific needs, like mentoring new doctors, aligning compensation with values, or creating a culture where employees feel truly engaged and appreciated.

3. Undefined performance metrics:

When goals are vague—“grow revenue” or “improve patient satisfaction”—teams are left guessing what success looks like. Without clear metrics to guide their work, it’s difficult to focus, measure progress, or celebrate wins.

4. Poor communication and alignment:

Leaders frequently assume that their strategic goals will naturally filter down to the frontline teams. But without consistent communication and alignment, these goals often get lost in translation. Team members may not understand how their daily work connects to the organization’s vision, leading to disengagement and missed opportunities.

The Cost of “Spray and Pray”

Adopting a scattershot approach has real consequences for DSOs. For one, it can waste significant resources. Time, money, and energy spent on poorly executed initiatives could have been channeled into focused, high-impact efforts.

It also leads to burnout and turnover. When teams are pulled in too many directions or feel like they’re working on initiatives without a clear purpose, morale suffers. This can compound existing challenges, like clinician shortages or high staff turnover.

Finally, “spray and pray” results in missed opportunities for meaningful growth. Instead of building momentum toward long-term success, DSOs are left with fragmented progress and an unclear path forward.

Shifting from “Spray and Pray” to Precision

Just as a skilled hunter takes the time to focus on a single target, DSOs need to zero in on what truly matters. Here’s how:

1. Define Clear, Specific Goals

It’s impossible to hit a target if you don’t know what it looks like. Before launching any initiative, take the time to define your goals in clear, specific terms. For example:

• Instead of “improve hygiene production, aim to “increase hygiene production by 10% within the next six months.”

• Instead of “enhance patient satisfaction, target to “achieve a 90% patient satisfaction rate across all locations by the end of Q4.”

Clear goals not only give your team direction but also make it easier to measure progress and adjust your strategy as needed.

2. Align Your Teams

Alignment is key to execution. Every team member, from executive leaders to frontline staff, should understand how their role contributes to the larger strategy. This requires more than a one-time announcement—it takes ongoing communication, training, and feedback.

For example, if your goal is to increase hygiene production, ensure hygienists, office managers, and clinical leaders are all on the same page. Share the “why” behind the goal, outline their specific contributions, and provide the tools they need to succeed.

3. Focus on High-Impact Areas

One of the biggest mistakes DSOs make is trying to tackle too much at once. Instead, focus your resources on a few high-impact areas that align with your strategic priorities.

For instance, if recruitment and retention are critical challenges, dedicate your efforts to building a strong onboarding program, mentoring new clinicians, and fostering a culture of growth and development. These targeted efforts will have a ripple effect, improving engagement, performance, and long-term retention.

4. Measure What Matters

Metrics are your roadmap. They tell you where you are, where you’re headed, and when you need to course-correct. But not all metrics are created equal. Focus on the ones that provide meaningful insights and drive decision-making.

For example:

• Track key performance indicators (KPIs) like revenue per visit, patient retention rates, or days in accounts receivable.

• Monitor team engagement through surveys and retention data.

• Use benchmarking to compare your performance to industry standards and identify areas for improvement.

5. Communicate Consistently

Communication is the glue that holds everything together. Without it, even the best strategies can fall apart. Make it a priority to share updates, celebrate wins, and address challenges openly and transparently.

Regular check-ins, team meetings, and written updates can go a long way in keeping everyone aligned and engaged.

From Scattered Efforts to Sustainable Growth

When DSOs move away from "spray and pray" and adopt a more focused, deliberate approach, they position themselves for sustainable growth. Instead of relying on luck or hoping for the best, they can achieve predictable, measurable results that drive long-term success.

But strategy alone isn’t enough. Execution is where many organizations falter. You can have the clearest goals and the best-laid plans, but without disciplined execution, even the strongest strategies will fall short. Execution requires alignment, accountability, and a commitment to follow through at every level of the organization.

So, the next time you’re tempted to tackle every opportunity at once or rely on a scattershot approach, take a moment to pause. Are you clearly defining your goals? Are your teams aligned with the strategy? Are you following through on initiatives with precision and accountability? And most importantly, are you focusing your energy where it will have the greatest impact?

If you’re not sure where to start, now is the perfect time to evaluate your current strategies—and your ability to execute them effectively. Ask yourself:

• Are my initiatives aligned with clear, measurable goals?
• Do my teams understand their roles in driving those goals?
• Am I ensuring follow-through and accountability at every level?
• Am I investing in the right areas to achieve sustainable growth?

If the answers to these questions aren’t clear—or if you’re finding that results aren’t matching your efforts—I’d love to help.

I specialize in helping DSOs like yours create alignment, define focus, and execute strategies that truly deliver results. Together, we can move beyond the "spray and pray" approach to build a roadmap for success that is deliberate, impactful, and scalable.