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March 16, 2009
Why hospital was repositioned and renamed

Dane Peterson is chief operating officer of Emory University Hospital Midtown.

As Emory Crawford Long Hospital celebrated its 100th anniversary in 2008, we made plans to begin our next century of caring with a new, but familiar name. In conjunction with the comprehensive Midtown Campus facility re-development strategy, designed to increase patient volume, clinical research and clinical trials at Emory Crawford Long Hospital (ECLH), on Feb. 12, the Emory University Trustees approved repositioning and renaming our hospital Emory University Hospital Midtown (EUHM). As a result, Emory Healthcare will now be positioned as one academic hospital brand with multiple locations:

• Emory University Hospital

• Emory University Hospital Midtown

• Emory University Orthopaedics & Spine Hospital

Those who have witnessed the hospital’s explosive growth over the last decade will not be surprised that we are making our long-standing Emory relationship more visible. We are very proud of our heritage and plan to maintain the historical presence of Crawford W. Long Memorial Hospital by keeping the name on key hospital signage, upgrading the quality of the museum and keeping the name on the Davis-Fischer building. However, there are several reasons for taking this initiative:

• The general public and especially neighbors new to Atlanta do not understand that our 511-bed Emory Crawford Long Hospital has been affiliated with Emory University since 1939!

• The Emory University Hospital (EUH) brand is associated with such attributes as: finding new cures; the most advanced clinical care; state-of-the-art medical technology; and nationally recognized research.

• The word “university” in the name was crucial for achieving genuine alignment between ECLH and EUH, and supports alignment of all Emory University owned and operated Emory University Hospitals.

At EUHM, our 3,000-plus employees and Emory Healthcare physicians cover 28 medical specialties, providing our community an unparalleled range of clinical strengths that include:

• Accreditation by the Society of Chest Pain Centers

• Patient- and family-centered care

• Affiliation with Emory Winship Cancer Institute and Emory’s Predictive Health Institute

• A comprehensive heart failure research center

• Specialists that helped put Emory’s cardiology programs on U.S. News & World Report’s list of the top 50 hospitals in the nation for cardiology services.

We thank you for your support as Emory University Hospital Midtown continues to look forward to being an integral part of this community.