If your friend is really cool, he should go to UVa!!!! 😀
But really, he should go to Emory if he really loves it there... Also it's important to leave that comfort zone when you can and experience life in different places. Atlanta's got its issues, but it's a great place for research and medicine.
Maybe if there's a particular research topic he's interested in, he could try to contact some profs from all the schools to see if they were interested in working with him. That's what cinched UVa for me...
UMass also has some good stuff going on...