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Friendship Appoints Joe Hoff As New CEO

Resident and staff satisfaction, quality care to be emphasis of enhancements.

ROANOKE, Va. (June 19, 2017) – Friendship, the region’s leader in senior living and rehabilitation, has announced the selection of Joseph M. Hoff as its new president and chief executive officer, effective July 18, 2017.

Hoff has worked in a variety of roles in senior and healthcare services in Tennessee and Virginia.  His most recent position was executive director of Brandon Oaks, a nonprofit Life Plan community operating under the sponsorship of Virginia Lutheran Homes.

“Our board of directors is excited about the leadership Joe will bring to continue our growth and find new ways to better serve our residents and our community,” said Ted Feinour, chairman of Friendship Foundation’s board of directors.

Hoff was drawn to Friendship’s 50 years of stability in the Roanoke Valley, and to its reputation for providing a high quality of care for seniors.  Hoff says he looks forward to inspiring a culture rooted in customer service.  “With the services offered at Friendship, we are in both the healthcare and the hospitality business,” explains Hoff.  “I look forward to enhancing the experiences at Friendship for both the residents and employees.

Hoff brings more than 20 years of healthcare management experience to the position. He has broad experience in health care and senior living services, including skilled nursing and long-term care, independent and assisted living, and a variety of therapy and rehabilitative services.

Prior to being appointed as the executive director for Brandon Oaks, Hoff served as the Administrator of the Nursing & Rehab Center for 10 years.  He also worked at Richfield Nursing and Rehabilitation Center in Salem, Va. and as the administrator of The Brian Center, a 60-bed skilled nursing facility in Fincastle, VA.  Hoff also worked in direct patient care in the rehabilitation departments of the Veterans Administration Centers in Johnson City, Tennessee and Marion, Indiana.

Hoff has served on a number of non-profit boards and groups including the board of LeadingAge Virginia and as a member of the Roanoke Business Council.  A native of Gray, Tennessee, Hoff earned his Bachelor’s of Science degree from East Tennessee State University.  He and his wife, Ann, have three daughters and two sons.  In his spare time, Hoff enjoys participating in marathons and Ironman triathlons.

About Friendship
Friendship opened its first building in 1966 and has steadily grown since. Over the course of 50 years, Friendship’s evolution has included the addition of new and innovative services, ultimately creating a world-class community where the needs of active adults and rehabilitation patients of all ages are met within a caring community that inspires a belief in living better. Visit for more information.

Media Contact:
Chris Dodd, Friendship Director of Marketing & Communications
p. (540) 777-2399


Joe Hoff

Joe Hoff