About Us

The CEO of Direction Health, Bruce Smith, brings a wealth of experience and knowledge as a healthcare professional. He earned his Bachelor of Science in Nursing from St. John Fisher College, Wegmans School of Nursing and a Masters of Science in Healthcare Management from the University of Rochester, Simon Business School.

In addition to his experience as an acute care nurse and Assistant Nurse Manager at the University of Rochester Medical Center, he is an Adjunct Faculty Professor of St. John Fisher’s undergraduate nursing program. During this time he instructed students within a long-term care facility environment. It is in this position that he realized his passion for helping the older adult population and their families.

He recognizes that transitioning a loved one to a new home can be a stressful and overwhelming process, and it is his mission to make the process as easy as possible through his work at Direction Health. In his free time, Bruce enjoys going on walks and bike rides with his dog Sammie and fiancé Lauren, in addition to cheering on the Buffalo Bills.