Becker’s Healthcare Podcast Reimagining the Emory Healthcare Brand and the Future of Marketing Leadership with Molly Biwer
Mar 1, 2026
Molly Biwer, Chief Marketing Officer at Emory Healthcare — a marketing leader who has led brands at Mayo and Hallmark. She discusses launching a bold new brand identity and massive citywide experiential activations. She talks about building community trust through visible partnerships. She outlines marketing as a strategic growth driver using AI, digital integration, and a more personalized patient experience.
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Patient Centered Brand That Honors Academic Legacy
- Emory repositioned toward a modern patient-centered brand that balances compassionate care with academic innovation.
- Molly Biwer emphasized honoring legacy while signaling future focus on access, integration, and discovery across the system.
Aurora Portals And Citywide Green Lightings
- Emory launched the refreshed brand with citywide experiential activations including four 10x15 foot 'Aurora' portals and coordinated building lightings.
- Forty Atlanta organizations including the Carter Center and major stadiums lit up green and partnered to display Emory solidarity.
Community Solidarity Signals Trust
- Public experiential activations reinforced Emory's role as a trusted community partner and shared source of pride in Atlanta.
- Molly highlighted that visible solidarity from community partners signals deep local trust in the health system.