Rocky Massey, longtime community chief executive officer (CCEO) of Beckley ARH Hospital, is now vice president of external affairs for the Appalachian Regional Health System, ARH’s director of communications announced Wednesday, Jeri Knowlton.
In his new position, Massey serves both West Virginia and Kentucky. He will lead external affairs and government relations for the nonprofit ARH health care system, serving as a liaison with state and federal agencies in Kentucky and West Virginia.
Massey will oversee special projects and initiatives, including Certificate of Need (CON) processes for both states, Knowlton said.
“We are thrilled to have Rocky take on this very important system-level position for FRW,” said Hollie Phillips, FRW President and CEO. “He has a proven track record as a HRA leader and his commitment, extensive knowledge of the HRA system and expertise will be instrumental in telling the HRA story to external stakeholders.”
Massey started the new position on Monday.
“I have always served HRA as the direct operations manager within a specific community,” Massey said in a press release. “This new role at the system level will allow me to share my 40 years of experience within HRA as a system.
“It really is a dream job for me.
Originally from Beckley, Massey was born at Beckley ARH Hospital. He began his hospital career at age 17 in 1979, after his aunt got him a job as a janitor.
Massey was drawn to x-rays. He trained in ultrasound technology at Wake Forest University in North Carolina and returned to B-ARH to serve as clinical coordinator for the radiography department in 1981.
Massey eventually became the head of radiology technology at B-ARH and began managing the department. An experienced hospital administrator, Wilbur Crossley, noticed that Massey enjoyed managing people. He began to mentor Massey.
He earned a master’s degree from Marshall University and was accepted into the West Virginia School of Osteophathic Medicine (WVSOM) in 1988, but Crossley promoted Massey to assistant hospital administrator, and Massey decided to follow. the administrative rather than the medical route.
From 1988 to 2002, he was CEO of Summers ARH Hospital in Hinton.
From 2002 to 2021, Massey served as CEO of Summers ARH Hospital, where he provided Beckley with advanced options in oncology and endocrinology. He recruited dozens of doctors, including specialists in cardiology, endocrinology, oncology and psychiatry at Beckley and ran government and external affairs.
He most recently served as CEO of Paintsville ARH Hospital in Kentucky.
Massey will also remain in the role of interim CEO for Paintsville ARH until a permanent CEO is found. He will report directly to RHA President and CEO Hollie Phillips.