ASCRS News
December 2023
by Ellen Stodola
Editorial Co-Director
In November, Megan Odell, MHHR, officially stepped into the role of Executive Director of the American Society of Ophthalmic Administrators (ASOA), taking over for Laureen Rowland, CAE. In Ms. Odell’s 15 years of healthcare experience, she worked at the Texas Medical Association in the practice consulting division and at Austin Retina Associates where she organized many practice management efforts, including marketing, training, improving the employee and patient experience, and leading community service projects for the practice.
Ms. Odell joined the ASCRS and ASOA team as Associate Director of the ASCRS Foundation last year. “With my experience in nonprofit fundraising, it was a natural fit to jump into the role of Associate Director of the ASCRS Foundation to gain a better understanding of anterior segment surgery and how ASCRS, ASOA, and the Foundation work together,” she said. “What was most attractive about becoming the Executive Director of ASOA was the idea of being able to use my knowledge and passion to help practices nationwide improve their employee experience, patient care, and ultimately their organizational culture.”
Ms. Odell attended her first ASOA Annual Meeting in 2019. “I originally joined ASOA because I was newer to ophthalmology marketing and quickly realized what may work in other specialties didn’t quite work in eyecare,” she said. “I had heard I could get a lot of great information and resources by joining ASOA, but what I didn’t expect was to be surrounded by so many incredible ophthalmic leaders who were not only willing to help me be successful but excited to walk with me. This warm welcome ignited my sincere appreciation and respect for ASOA and what they had to offer because there wasn’t another association out there that was providing me the ophthalmic-specific scenarios, products, and resources I needed to transform my practice.”
Ms. Odell said the ASOA Annual Meeting is where her passion grew for culture transformation. “A total game changer was when our entire team realized they played a role in saving sight.”
“When I think about being in the Executive Director role, I think about what our members need,” she said. “I want members to know there is always a fellow member willing and ready to support them in both trials and triumphs.”
Practice administrators are the backbone and partners in the success of the practice, Ms. Odell said. “It’s our job to elevate the business of ophthalmology by ensuring practice operations are as smooth as possible. Whether you have 5 months of experience or 5 years of experience, you can contribute to ASOA.”
Ms. Odell is filling the shoes of Ms. Rowland, who served in this role for 12 years. Ms. Rowland described her experience with ASOA as inspiring and rewarding, and she is confident that the Society will continue to thrive under Ms. Odell’s leadership. “It’s always good to have fresh eyes and new ideas. Megan brings the practice perspective to the Executive Director role and a desire to take the organization to the next level.”
Ms. Rowland is most proud of the team members she’s worked with through the years and watching them grow and develop. “They’re extremely passionate about the membership and what they do,” she said. “[The Society] was set up for success with Lucy Santiago being the visionary who established it, so it was important to embrace that vision by providing relevant resources and expanding the membership, which now includes a wide array of practice management professionals from clinical directors to CFOs, CEOs, COOs, and private equity partners.”
Ms. Rowland said there have been many important ASOA initiatives through the years. “We try and meet the needs brought to us by our committees and members,” she said. “In our 2022 member needs assessment, the satisfaction rate with ASOA membership was 94%; the benchmark for similar healthcare organizations is 81%, so that shows the value that ASOA brings.”
One initiative that speaks directly to the mission of ASOA is the LEAD (Learn • Engage • Advance • Develop) Certificate program. Developed in partnership with BSM Consulting, a division of VMG Health, this 9-month educational program provides training and resources to facilitate the leadership development of the mid-level managers in the practice.
Ms. Rowland said she’s been fortunate to have great members and volunteer leadership to work with through her years at ASOA. “Trust, respect, open and honest communication, and commitment to excellence are what I hope I brought to this role during my 12 years at the helm. For me, it’s all about relationships. I’m proud of the relationships I’ve fostered over the years,” she said. These include relationships with members, industry, leadership, and the ASOA and ASCRS teams. “Physicians and members of industry recognize the importance of the administrator in decision making and the role they play in the success of their practices. ASOA has positioned itself as a frontrunner in making that happen,” she said.
“She’s been nothing but welcoming and supportive of me taking on this role from the very beginning,” Ms. Odell said of Ms. Rowland, adding that the 2023 ASOA Annual Meeting was an opportunity to prepare attendees and leadership for the transition. Ms. Odell said she looks forward to bringing her strong work ethic to the Society and is excited about new ideas and opportunities to strengthen it.
“The ASOA team has been wonderful. They’re all genuine, kind, and hardworking so that our members have the best resources and the most relevant and consistent data at their fingertips. It’s really about being the go-to association for best practices, mentors, and friends.”
Ms. Odell said she has enjoyed working with Ms. Rowland and learning about the processes, strategic meetings, and the board through this transition. “I still have a lot to learn but already feel supported by the team and board,” Ms. Odell said. “I think eyecare is one of the most fascinating specialties, and I am humbled to be part of preserving one of the most important senses that we have. I have found my home in ophthalmology and look forward to this next chapter as the Executive Director of ASOA.”
About the sources
Megan Odell, MHHR
ASOA Executive Director
Laureen Rowland, CAE
Previous ASOA Executive Director
Contact
Odell: megan@asoa.org
Rowland: laureenrowland2@gmail.com
