University of Chicago Medicine & Biological Sciences tapped New York-based DeVito/Verdi to handle its consumer advertising account. DeVito/Verdi has developed a strong reputation for hospital advertising over the past several years, handling such organizations as Mass. General, Mount Sinai Medical Center (NYC), Scripps Health (S.D.), Lenox Hill (NYC), Abington Memorial (outside Philly) and North Shore/LIJ on Long Island. The agency intends to expand on the long-standing brand position, "At the Forefront of Medicine," which UChicago Medicine has been known for locally, regionally and nationally. The University of Chicago Medicine spent $4.2 million on measured media in 2013, according to Kantar Media.