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DR. ASHLEY HERDE O.D.
NPI 1033473343
Optometrist in La Crosse, WI

Active since July 02, 2012PECOS EnrolledAccepts Medicare Assignment
1836 SOUTH AVE, LA CROSSE, WI 54601(608) 782-7300 Get Directions Write a Review

NPPES record last updated: May 2, 2023. Verified against the NPPES registry weekly; last sync: October 18, 2026.

Record update history: May 2, 2023, Nov 5, 2020 (2 updates tracked since 2020).

About Dr. Ashley Herde O.d. NPPES

Official registry information on file with the National Plan and Provider Enumeration System.

DR. ASHLEY HERDE O.D. (NPI 1033473343) is an individual optometrist in La Crosse, Wisconsin, licensed in Wisconsin (3259-35) and active in the NPI registry since July 2012. She is enrolled in Medicare PECOS, is affiliated with Gundersen Lutheran Medical Center, and maintains a secondary practice location in Maplewood.

NPPES Registry Identity

NPI1033473343
Entity TypeIndividualFemale
Primary Taxonomy152W00000X
Provider Legal NameDR. ASHLEY HERDECredential: O.D.
Location Address1836 SOUTH AVELa Crosse, WI 54601-5429
Mailing Address1836 South AveLa Crosse, WI 54601-5429 · (087) 827-3006
Phone(608) 782-7300
Sole ProprietorNo
Medical School CMSOtherGraduated 2012
Enumeration DateJuly 2, 2012
Last NPPES UpdateMay 2, 20232 updates tracked since enumeration
NPPES CertifiedMay 2, 2023
✔ NPI 1033473343 is a valid, active identifier and passes the ISO check-digit test.

Specialties & Licenses

★ Primary SpecialtyOptometristEye and Vision Services Providers
Taxonomy Code152W00000X
Licenses✔ Licensed in WI · 3259-35✔ Licensed in IA · 119134✔ Licensed in MN · 3290
Definition
Doctors of optometry (ODs) are the primary health care professionals for the eye. Optometrists examine, diagnose, treat, and manage diseases, injuries, and disorders of the visual system, the eye, and associated structures as well as identify related systemic conditions affecting the eye. An optometrist has completed pre-professional undergraduate education in a college or university and four years of professional education at a college of optometry, leading to the doctor of optometry (O.D.) degree. Some optometrists complete an optional residency in a specific area of practice. Optometrists are eye health care professionals state-licensed to diagnose and treat diseases and disorders of the eye and visual system.
1836 SOUTH AVE, La Crosse, WI 54601
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Secondary Practice Location 1

Location 11965 11th Ave E, Suite 101Maplewood, MN 55109-5167 · Phone (651) 777-3555 · Fax (651) 777-4459

Accepted Insurance

The full list of accepted plans is on the Insurance tab. Issuers include Anthem Blue Cross and Blue Shield, Aspirus Health Plan, HealthPartners and more.Insurance ›

Medicare Participation & PECOS CMS

Medicare enrollment, assignment, billing reassignment, and ordering and referring status from CMS.

Medicare Enrollment Status

✔

Enrolled in Medicare and accepts Medicare assignment

Dr. Ashley Herde O.d. is registered in PECOS and agrees to accept the Medicare-approved amount as full payment. Medicare patients are not billed beyond the standard deductible and coinsurance.

PECOS PAC ID3779733522
PECOS Enrollment IDI20121101000394, I20230504002540, I20230515001651
Eligible to Order & Refer✔ Part B Labs & Imaging✔ Durable Medical Equipment✔ Home Health Agency– Power Mobility DevicesPer the CMS Ordering and Referring file. Eligibility means Medicare pays claims that this provider orders or refers for these categories.

Medicare Billing Reassignments

3

Medicare enrollment records show Ashley Herde reassigns Medicare billing to 3 organizations. Each organization bills Medicare for the services this provider delivers there; the nearest is listed first.

Gundersen Clinic Ltd
Same address
Clinic/Center
1836 SOUTH AVE
La Crosse, WI 54601
  • Reassigned Medicare billing, Iowa and Wisconsin enrollments
  • 179 clinicians in this Medicare group
NPI 1851343115 (608) 782-7300
Gundersen Lutheran Medical Center, Inc
Same address
Clinic/Center
710 DENTON ST
La Crosse, WI 54601
  • Reassigned Medicare billing, Wisconsin and Minnesota enrollments
  • Also billed through NPI 1376593442 (Minnesota)
  • 1,457 clinicians in this Medicare group
NPI 1619210895 (608) 782-7300
Optometric Eye Care Centers, PA
122 mi
Optometrist
1965 11TH AVE E, SUITE 101
Maplewood, MN 55109
  • Reassigned Medicare billing, Minnesota enrollment
  • 11 clinicians in this Medicare group
NPI 1730203597 (651) 777-3555

Source: CMS Revalidation Reassignment List, October 2026 release. Reassignment records can lag staffing changes; confirm a current affiliation with the organization.

Areas of Expertise CMS Part B claims 8

Services this provider delivered to Medicare fee-for-service patients, from the CMS Medicare utilization data. Higher counts generally reflect more experience with a service; care delivered outside Medicare is not included.

Removal of cataract with insertion of prosthetic lens 66984
This is a procedure where a cloudy lens in your eye, known as a cataract, is removed. After removal, a clear artificial lens is inserted. This helps to restore your vision, enabling you to see clearly again.
632 services19 patients
Established patient complete exam of visual system 92014
An established patient complete exam of the visual system involves a thorough check of your eyes and vision. It assesses eye health, checks for diseases, and measures your ability to see clearly at different distances. It's a routine, non-invasive procedure.
253 services251 patients
Established patient office or other outpatient visit with low level od decision making, if using time, 20 minutes or more 99213
This is a routine visit for patients who have already been seen by the healthcare provider. During this approximately 20-29 minute appointment, your health status will be evaluated and any necessary treatments or tests will be discussed. It's a chance to address any health concerns you may have.
117 services101 patients
Imaging of optic nerve 92133
Imaging of the optic nerve is a non-invasive procedure that captures detailed pictures of your optic nerve. It helps doctors assess eye health, particularly for conditions like glaucoma. It's painless, quick, and uses safe technology like MRI or OCT (Optical Coherence Tomography).
93 services90 patients
Imaging of retina 92134
Imaging of the retina is a non-invasive procedure that captures detailed images of your eye's interior. This helps detect conditions like macular degeneration or retinal detachment. It's painless and takes only a few minutes.
73 services70 patients
Exam of visual field with extended testing 92083
An extended visual field exam is a detailed test to evaluate your peripheral (side) vision. It helps to detect any potential blind spots which may not be noticeable in daily life. These could be caused by eye diseases like glaucoma, or neurological conditions.
69 services64 patients

Hospital Affiliations CMS Care Compare

Hospitals where this provider delivers care, identified from recent Medicare claims and place-of-service records.

Gundersen Lutheran Medical Center

Acute Care Hospitals · La Crosse, WI
4/5 CMS rating
OwnershipVoluntary non-profit - Private
CMS Certification Number520087
Location1910 South AveLa Crosse, WI 54601 · La Crosse County
Emergency services Birthing friendly

Physician Visit Costs CMS claims · ZIP area

Typical Medicare office-visit costs in the 54601 ZIP code area, from fee-for-service claims. These are area statistics, not this provider’s prices; actual charges vary by service and coverage.

New Patient
$123.69 typical visit price
range $53.90 – $163.24
Typical copayment $30.92 (range $13.47 – $40.81)
Most-billed visit code 99204
Established Patient
$67.37 typical visit price
range $17.40 – $133.76
Typical copayment $16.84 (range $4.35 – $33.44)
Most-billed visit code 99213
Amounts reflect what Medicare beneficiaries in this ZIP area are typically charged for office visits. Patients with other coverage should check their individual plans.

Other Providers at the Same Location NPPES 20

Providers registered at the same practice address, or within the immediate area, according to the NPPES registry.

JEFFREY BRIAN TROHKIMOINEN M.D.
Anesthesiology
1836 SOUTH AVE, GUNDERSEN CLINIC, LTD.
LA CROSSE, WI 54601
La Crosse County (608) 775-2031
JESSICA E THESING CRNA
Nurse Anesthetist, Certified Registered
1836 SOUTH AVE
LA CROSSE, WI 54601
La Crosse County (608) 782-7300
DR. MICHAEL DAVID SMITH PSY.D.
Psychologist
1836 SOUTH AVE
LA CROSSE, WI 54601
La Crosse County (608) 782-7300
JESSICA MAE RASMUSSEN
Surgery
1836 SOUTH AVE
LA CROSSE, WI 54601
La Crosse County (608) 782-7300
JULIE SONSALLA NP
Nurse Practitioner (Adult Health)
1836 SOUTH AVE
LA CROSSE, WI 54601
La Crosse County (608) 782-7300
LAURA KLINGBEIL
Orthopaedic Surgery
1836 SOUTH AVE
LA CROSSE, WI 54601
La Crosse County (608) 782-7300
SUSAN CAROL SORRENTINO RN
Registered Nurse (Addiction (Substance Use Disorder))
1836 SOUTH AVE
LA CROSSE, WI 54601
La Crosse County (608) 782-7300
NAOMI MUTHONI RUIRU NP
Nurse Practitioner (Family)
1836 SOUTH AVE
LA CROSSE, WI 54601
La Crosse County (608) 782-7300

Frequently Asked Questions NPPES & CMS

Common questions about this NPI record, answered from the official NPPES registry and CMS datasets shown on this page.

What is Ashley Herde's NPI number?

The NPI number for Ashley Herde is 1033473343. It was assigned to this individual provider in the NPPES registry on July 2, 2012.

Where is Ashley Herde located?

Ashley Herde practices at 1836 South Ave, La Crosse, WI 54601. The listed phone number is (608) 782-7300.

What is Ashley Herde's specialty?

The primary specialty registered for this NPI is Optometrist with taxonomy code 152W00000X.

Is Ashley Herde enrolled in Medicare?

Yes. Ashley Herde is registered in the Medicare PECOS system and accepts Medicare assignment, which means accepting the Medicare-approved amount as payment in full for covered services.

Which organizations bill Medicare for Ashley Herde's services?

According to the CMS Revalidation Reassignment List (October 2026 release), Ashley Herde reassigns Medicare benefits to 3 organizations: Gundersen Clinic Ltd (La Crosse, WI), Gundersen Lutheran Medical Center, Inc (La Crosse, WI) and Optometric Eye Care Centers, PA (Maplewood, MN). Each reassignment is filed with Medicare on form CMS-855R, signed by both the clinician and the organization, and lets the organization bill Medicare and receive payment for Ashley Herde's services. Reassignment records can lag staffing changes; confirm current arrangements with the organization.

What insurance does Ashley Herde accept?

Health plans from Anthem Blue Cross and Blue Shield, Aspirus Health Plan, HealthPartners, Quartz and Security Health Plan and 1 other insurer list Ashley Herde as in-network in at least one marketplace plan. Coverage varies by plan and year; verify with the insurer or the provider before a visit.

Is Ashley Herde affiliated with any hospitals?

According to CMS data, Ashley Herde is affiliated with Gundersen Lutheran Medical Center.

When was this NPI record last updated?

The NPPES record for Ashley Herde was last updated on May 2, 2023. NPI Profile syncs weekly with the NPPES registry data releases published by CMS. This NPI record was last updated 3 years ago. If this record has changed at CMS more recently, you can request an on-demand re-check against the live CMS registry, directly from this page.