Grand Rapids Ophthalmology Names Bill Hughson as CEO to Support Accelerated Growth throughout West Michigan

May 11, 2017

GRAND RAPIDS, Mich., May 11, 2017 — Grand Rapids Ophthalmology (“GRO”), a leading comprehensive eye care provider offering ophthalmology, optometry, and retail optical services in West Michigan, announced today the appointment of Bill Hughson as Chief Executive Officer. Hughson will work closely with the senior leadership team and doctors to accelerate GRO’s regional expansion, while continuing to deliver personalized and high-quality patient care.

Dr. David Barrett, an ophthalmologist at GRO, said, “One of the reasons we were so thrilled to join Great Lakes Management Services Organization (“Great Lakes MSO”) was the access we’d have to great talent. Under Bill’s leadership, we’ll build upon our strong market position, pursue additional growth opportunities, and partner with more outstanding doctors to deliver the best possible patient care.”

Prior to GRO, Hughson was President and CEO of IntegraMed Fertility, the largest fertility network in North America with 28 practices and 175 reproductive endocrinologists. There, he gained firsthand experience in working effectively with individual practices to combine a commitment to clinical excellence with a focus on patient experience, resulting in consistent delivery of double-digit growth rates. Hughson has also held leadership positions with DeVry Education Group, a leading global provider of educational services, and DaVita, a Fortune 500 provider of dialysis and related services. Hughson is currently a member of the board of directors at IntegraMed Fertility and GRO.

“Last year, we served more patients than ever before, thanks to GRO’s excellent team and strong reputation for providing great care. As we move into our 36th year, Bill’s experience will take GRO to its next phase of growth so we can continue to support our doctors with the additional resources, new technologies, and exceptional staff they need to be successful as more patients demand more services,” said Dr. Phil Vanderlugt, an optometrist at GRO.

“It’s clear that GRO’s longevity, the quality of its doctors and staff, and its recent partnership with Great Lakes MSO have uniquely positioned GRO to rapidly and strategically grow, and provide the best patient care to individuals and families throughout West Michigan,” said Hughson. “I look forward to working with the GRO team as we begin our next chapter.”

In February, GRO joined Great Lakes MSO, a practice management services organization formed by Sterling Partners, to further its growth through Great Lakes’ resources, management team, and capital. If you are interested in learning more about a partnership with Great Lakes MSO, contact Dan Hosler at

About Grand Rapids Ophthalmology
Grand Rapids Ophthalmology provides experienced professionals including 11 ophthalmologists and 18 optometrists at locations throughout West Michigan to offer convenient and easy access to professional care. GRO’s mission is to provide a broad spectrum of high-quality, state-of-the-art eye care, products, and services with the highest ethical standards and with unrivaled service to patients. GRO further strives to provide its patients, staff, and doctors with an outstanding work environment. For more information, visit:

About Sterling Partners
Sterling Partners is a private equity firm with a distinct point of view on how to build great companies. Founded in 1983, Sterling is guided by its stated purpose, INSPIRED GROWTH®, which describes Sterling’s approach to investing in differentiated businesses and growing them in inspired ways. Sterling focuses on investing growth capital in middle-market companies in the healthcare services and business services industries. Sterling provides valuable support to the management teams of the companies in which the firm invests through a deep and dedicated team of professionals, including a strong network of outside directors and advisors. The people at Sterling believe in ideas and ideals, in people and in partnerships that drive long-term success. For more information, visit: