February 4, 2011
Hospital Upstart In Super Bowl
Steward Health Care System, the private equity-backed group that now owns the former Caritas Christi hospitals in the Boston area, will launch an advertising campaign to raise its profile with a regional Super Bowl commercial.
Steward is now in the process of buying Nashoba Valley Medical Center of Ayer and Merrimack Valley Hospital in Haverhill from Essent Healthcare for $21 million.
The ad campaign, titled "Believe," was shot at locations including Allston, Brighton and South Boston.
Steward, which is owned by Cerberus Capital Management LP of New York, has said it wants to grow into a nationwide system of community hospitals.
WBJ Web Partners
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