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Friendly Home Director of Social Work & Admissions Recognized as a 2024 Health Care Hero by Rochester Business Journal

The Friendly Home is proud to announce that Shireen Bertino, LMSW, Director of Social Work & Admissions, has been selected by the Rochester Business Journal as a 2024 Health Care Heroes award recipient. Rochester Business Journal created Health Care Heroes to recognize excellence, promote innovation and honor the efforts of individuals and organizations making a significant impact on the quality of health care in Rochester.

This prestigious recognition honors Bertino’s many contributions as a leader and social worker. Over her 25-year career, Bertino has demonstrated her deep devotion to the older adults served by the Friendly Home, as well as their loved ones, the Social Work & Admissions team, and her colleagues throughout the organization.

Glen Cooper, President & CEO of Friendly Senior Living, says, “Shireen’s well-deserved recognition as a Health Care Hero reflects her work every day to foster a culture of excellence, independence and personal choice for our residents. She truly embodies and models the Friendly Home’s mission-driven service to those entrusted to our care. We are very proud and grateful to have Shireen as a member of Team Friendly.”

The Rochester Business Journal’s 2024 Health Care Heroes will be recognized at a special celebration to be held in their honor in February.

About the Friendly Home
Celebrating its 175th anniversary in 2024, the Friendly Home, located in Brighton, offers 24-hour skilled nursing care, short-term rehabilitation, memory care and hospice care. The Friendly Home is part of the Friendly Senior Living continuum of care. For more information, visit

The Friendly Home is currently ranked #1 in Upstate New York out of over 600 nursing homes in the state on Newsweek’s list of 2023-2024 Best Nursing Homes. Additionally, the Friendly Home has been ranked as a 2024 Best Nursing Home by U.S. News & World Report for both long-term and short-term care.

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