This study compared three programs for reproductive management of the postpartum period for reproductive performance and net economic benefit within three dairy herds (n = 1624 cows). Cows on one program received PGF alpha injection at 25 to 32 d postpartum for reproductive therapy, and cows on a second program received additional PGF2 alpha at 39 to 46 d postpartum for synchronization of estrus. These programs were compared with a postpartum program of rectal palpation based on veterinary intervention. Survival analysis indicated that cows receiving PGF2 alpha for reproductive therapy and synchronization of estrus had an 11% higher rate of first AI and 10% higher rate of pregnancy than did cows receiving the rectal palpation. No differences existed between the cows receiving rectal palpation and those receiving the PGF2 alpha. Because overall conception rates and conception rates at first AI did not differ among programs, the improved reproductive performance of cows receiving PGF2 alpha for both therapy and synchronization may be attributed to greater synchronization of estrus, which resulted in improved estrus detection. A partial budget indicated that the PGF2 alpha programs were less expensive than the rectal palpation program. When PGF2 alpha was used for postpartum reproductive therapy and synchronization of estrus, reproductive performance and net economic benefit were increased compared with those of the other programs.