Steward To Launch 'Believe' Ad Campaign During Superbowl

WBUR's Martha Bebinger reports:

"Believe" — that's the theme for an ad campaign that Steward Health Care System is set to launch during Superbowl Sunday as it tries to re-brand Caritas Health Care.

The ads will feature patients talking about what’s important in health care, and about finding it at one of the six Caritas — now Steward — hospitals. To thrive, the former Catholic hospital chain, now a for-profit network, will have to persuade patients to use community hospitals instead of heading to Boston for care.

Brian Carty, Steward’s Chief Marketing Officer, would not say how much Steward is spending on this campaign. He estimates the ads will reach residents in the hospitals' coverage areas six or seven times this month.