News Release: Emory Healthcare, Woodruff Health Sciences

Mar. 10,  2009

Emory Healthcare Launches 'What If' Ad Campaign

News Article Image

Emory Healthcare has launched a "What If" advertising campaign that will encompass print, radio, television, Internet and billboards. Using ads that highlight two Emory Healthcare hospitals, Emory University Hospital Midtown and Emory University Orthopaedics & Spine Hospital, the goal is to inform Atlantans about what makes these two hospitals stand out.

"With the recent opening of Emory University Orthopaedics & Spine Hospital and the naming of our Midtown Atlanta hospital to Emory University Hospital Midtown, we wanted take steps through our advertising to inform residents of Atlanta and the region of our imprint on the health care landscape, and to help build awareness of our leadership in discovery as well as a our patient-and-family friendly environment at our hospitals," says John T. Fox, CEO of Emory Healthcare.

Una Newman, CMO of Emory Healthcare, says, "As our ads have begun reaching health care consumers, we are finding a very positive reaction and an excitement about the quality of care and about the advanced care that signifies the Emory Healthcare brand."

Emory University Orthopaedics & Spine Hospital

Emory University Orthopaedics & Spine Hospital officially unveiled its state-of-the art facility and provides residents of Atlanta and the region an opportunity to receive the highest level of orthopaedics and spine care. Atlanta's newest hospital was designed and created to meet the increasing demand for orthopaedics and spine care in a rapidly growing Atlanta metropolitan region. In addition, Emory University Orthopaedics & Spine Hospital provides the most advanced, sophisticated technology in a patient-and-family friendly environment. Now, patients receiving outpatient care at the Emory University Orthopaedics & Spine Center will only be a step away from excellent inpatient surgical care.

Furnishings and furniture in the new facility are customized for total joint and spine patients, and there are newly appointed private suites (most private suites have a pullout bed for family members). The facility has a dedicated orthopaedics and spine patient floor, as well as general medicine services. Because there is unrestricted visiting hours, families can stay with patients all of the time. A restaurant and in-room dining are available 7 am-7 pm. Emory University Orthopaedics & Spine Hospital recently received a Press Ganey benchmarking as the highest possible ranking for patient satisfaction compared to all other hospitals in the country.

Ad for TV:

This year about 70,000 of you will need spine or joint replacement surgery.

What if Emory created a hospital just for you—the only one of its kind in Atlanta? What if we planned every detail just for spine and joint replacement surgery? What if we redefined what a hospital could be? The Emory University Orthopaedics & Spine Hospital.

For a surgical second opinion visit

Emory University Hospital Midtown

Emory University recently renamed Emory Crawford Long Hospital to Emory University Hospital Midtown. For over 70 years, Emory’s midtown hospital has been wholly owned and operated by Emory University and the decision emphasized the importance of Emory University Hospital Midtown within Emory Healthcare. Being more clearly affiliated with Emory in the public eye helps expand upon the hospital’s 100-year tradition of providing outstanding care to people in metro Atlanta and the region.

Emory University Hospital Midtown will continue its growth in research and clinical trials, educating the next generation of health professionals, and providing the latest and most advanced medical technology and patient care. The hospital’s focus on advancing neuroscience and heart discoveries will be a key component of the growth in research.

Ad for TV:

What if, after a heart attack, doctors used your own stem cells to restore your damaged heart?

What if you had a colloid cyst brain tumor removed with just a tiny the only doctors in Georgia able to do it.

What if your doctors did more than just practice medicine, they advanced it?

Then chances are you’d be here…. In midtown.

Because this is Emory.

Emory Crawford Long Hospital is now Emory University Hospital Midtown.

Important to the campaign is the ability to drive consumers to to ask for a second opinion on the web site. And by deploying banner ads on WebMD, Emory extended its reach by using this media channel.

The ads were created and produced by Rudy Fernandez and Radio Outhouse in Atlanta and directed by Matthew Frost with Milk Productions. Editing and special effects were provided by AXYZ in Toronto.

For more information about Emory Healthcare, visit


The Robert W. Woodruff Health Sciences Center of Emory University is an academic health science and service center focused on missions of teaching, research, health care and public service. Its components include schools of medicine, nursing, and public health; Yerkes National Primate Research Center; the Emory Winship Cancer Institute; and Emory Healthcare, the largest, most comprehensive health system in Georgia. The Woodruff Health Sciences Center has a $2.3 billion budget, 17,000 employees, 2,300 full-time and 1,900 affiliated faculty, 4,300 students and trainees, and a $4.9 billion economic impact on metro Atlanta.

Learn more about Emory’s health sciences:
Twitter: @emoryhealthsci

File Options

  • Print Icon Print