A New York City academic medical center is drawing unexpected fire from doctors, patients and others in health care for buying a pricey Super Bowl ad touting its services. NYU Langone's ad comes amid heightened scrutiny of nonprofit hospitals, which don't pay federal income taxes, and as Americans' frustration with the broader health care system is cresting. The big picture: The ad played nationwide — alongside those for automakers, beer and snack foods — and likely cost upward of $8 million, according to TV ad impact measurement company iSpot. It featured a group of doctors struggling to complete a passing play, then getting words of encouragement from former New York Giants star Victor Cruz as a narrator intoned, "Not the best football team, but the best health system."
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The decision to sell nonprofit Mission Health to for-profit HCA Healthcare was made behind closed doors, without public review, and, contrary to promises made by Mission's leadership at the time of the 2019 sale, did not lead to lasting improvements at Mission Hospital, according to the final two installments of an academic study of the merger. Though HCA made improvements to the western North Carolina health care system, according to the Wake Forest University report, many were already planned or required by then-Attorney General Josh Stein as part of the terms of the sale. "[I]t is difficult to point to any concrete lasting improvements that HCA has brought to Mission Hospital," the report states. "It is telling that, even under the most favorable viewpoints, there is no credible voice openly claiming that Asheville and western North Carolina are actually better off now with HCA at the helm of Mission."