In 2016 the American Society of Health-System Pharmacists (ASHP) named Steve Rough, M.S., FASHP, Senior Director of Pharmacy, UW Health, and Clinical Associate Professor, UW-Madison School of Pharmacy, the recipient of the John W. Webb Lecture Award.

The award honors pharmacy practitioners or educators who stand apart from others because of their extraordinary dedication to fostering excellence in pharmacy management and leadership. Rough was formally honored and presented the 32^nd John W. Webb Lecture at the Annual ASHP Conference for Pharmacy Leaders held in October 2016 in Boston, Mass. The recipient is further recognized as their lecture is published in a future edition of the American Journal of Health-System Pharmacists (AJHP). Rough’s lecture is available at AJHP Online ahead of print in the October 1, 2017 issue.

Rough is humble when talking about being among the recipients of this prestigious award. He echoed the gravity of this top honor and significance of joining the ranks of perhaps the most influential leaders in pharmacy—including five previous recipients from Wisconsin. In preparing his lecture and subsequent title, “Unselfish Commitment,” Rough reflected on the entirety of his academic and professional career. He outlined themes and shared poignant stories on:

• the importance of the Webb Lecture series
• his guided professional maturation process
• “The Greatest Generation”—or “unselfish commitment”
• the legacy of the profession, “No excuse, sir!”
• the convergence of trends: Issues requiring uncommon commitment of pharmacy leaders
• how the profession responds to challenges will define the future
• being a difference maker
• thinking beyond your title and yourself
• nothing is accomplished alone

Rough was identified as one of the pharmacy profession’s thought leaders in envisioning and advancing pharmacy practice, and consistently distinguished himself as an innovator. He has implemented a forward-thinking, integrated pharmacy practice model at UW Health that features the broad use of pharmacists, pharmacy technicians, and technology throughout all sites of care, as well as a leading health-system-based specialty pharmacy program serving the health system’s chronic disease population. As the principle preceptor of UW Health’s combined master’s degree and residency in Health-System Pharmacy Administration programs, he has excelled in educating and mentoring pharmacy leaders. Rough received his BS in 1991, MS in ’94, and completed residencies in Pharmacy Practice and Pharmacy Administration at UW Hospital & Clinics from ’92-‘94.