Every December, I find myself having the same conversations with colleagues, partners, and honestly, with myself: How do I show my team how much I appreciate them without creating a whole new set of problems?
If you lead a practice, you know exactly what I mean. You want team members to feel seen and valued. You want to recognize their hard work and the fact that none of what you do happens without them. But you also want to avoid that fine line between generosity and unsustainable expectations.
The bonus problem
End-of-year or “holiday” bonuses sound simple until you actually try to do them right. Flat amount? Percentage? Based on tenure, productivity, or attitude? All fair questions, but when you break it down, there’s really no one-size-fits-all answer.
What matters most is intentionality. A bonus without clarity feels random. Even worse, a bonus without transparency can breed resentment. If you’re going to give a bonus, make sure you clearly communicate what it represents. Is it tied to performance, profitability, or simply a sincere “thank you” for showing up?
In oral and maxillofacial surgery, where precision and consistency are everything, I believe in rewarding alignment. Hard work is important, but commitment to the vision of creating the optimal patient experience each and every time—that deserves recognition. Whether it comes as a fixed dollar amount, a percentage, or a discretionary pool is less important than ensuring it’s distributed fairly and communicated clearly.
“Merit” is not a dirty word
Some leaders shy away from merit-based bonuses because they’re afraid of hurting feelings, but my perspective is that the high performers already know they’re high performers. And the ones who aren’t, if they’re right for the team, will appreciate the honesty and the chance to grow.
Recognition doesn’t mean favoritism. It means you value impact. That said, merit can’t be based on numbers alone. Production is easy to measure. Character, leadership, and teamwork are harder, especially as you scale, but those are what hold a practice together. The best system finds a way to reward both.
The appreciation trap
Now, about those holiday parties. Do they count as bonuses? Not remotely. But they do count.
Team members remember how you make them feel, not what the catering cost. An event that feels authentic—not performative—can strengthen culture more than a check can. Just don’t confuse one for the other. A party doesn’t replace a bonus, just like a bonus doesn’t replace genuine appreciation.
Also, let’s be real. Some team members love a big holiday bash. Others would rather have a Friday off with their family. Know your team. Ask what matters to them. Appreciation only works if it’s personal.
Boundaries are healthy
Leadership requires generosity with boundaries. You can’t say yes to everything and still build something sustainable. Set expectations early, communicate them clearly, and stick to them while staying flexible enough to adapt when needed.
That’s not cold, it’s consistent. And consistency, more than cash, is what builds trust. If your team knows where you stand, they won’t be guessing or gossiping about who got what and why. Transparency is key.
Lead all year, not just in December
The truth is, no bonus fixes a broken culture. And no single gift can replace a year’s worth of unspoken gratitude.
If you want your team to feel appreciated at the holidays, start by making them feel valued in March, July, and September. The best leaders don’t buy loyalty, they build it. One conversation, one acknowledgment, one act of consistency at a time.
Editor's note: This article appeared in the November/December 2025 print edition of Dental Economics magazine. Dentists in North America are eligible for a complimentary print subscription. Sign up here.
