Paul Bunyan ads resulted in people disliking MNsure, analysis says

Categories: Health Care

"We find that when people tell their stories about ways they are impacted by access to affordable, comprehensive health care coverage, there is a positive result," Campbell says. "That's what we saw in January when we made the decision to pivot toward ads about testimonials. We saw 60 percent of our total enrollment [in the months that followed]."

"Minnesotans respond when they see other people have positive experiences," he continues. "But it's hard to know why people feel the way they do, and we've worked to make improvements to the website so it provides Minnesotans the type of experiences they come to expect."

Along with publicly releasing the Persuadable Research analysis, MNsure officials also recently put out a request for proposals for another advertizing campaign to be held this fall.

"The previous ad campaign was focused primarily on brand awareness, where [the next one] is laser focused on increasing enrollment," Bowring-McDonough says. "One very significant finding [from Paul and Babe] was that branding awareness alone is not sufficient to meeting enrollment goals. That's key to what we learned from the report."

To read the report for yourself, click to page three.


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10 comments
QuoteRadar
QuoteRadar

The ads were cool; I loved them. But if you're going to pay that much for an ad campaign, you probably ought to make sure your site/service works first.

Mike Dols
Mike Dols

I think they are an absolute joke.

ben42dover
ben42dover

The real problem is they poured HUNDREDS OF MILLIONS OF DOLLARS into an exchange covering less than 180K people of which 3/4 are on a government program. MAJOR FAIL! And the real chit doesn't hit the fan until 2015.

Kari Jo Rod
Kari Jo Rod

I thought the commercial was great and it reminded me to sign up. So all is well that ends well here.

Andy Herzog
Andy Herzog

It's your fucking healthcare! If a goofy TV spot actually dissuaded a person from getting insured, I call it Darwinian Theory.

digitalprotocol
digitalprotocol topcommenter

CRONYISM is responsible for this shit


why would MNsure need to spend money to have their shitty advertising campaign over analyzed into nonsense?


holy shit


why cant they focus on making healthcare affordable instead of mandating everyone become involved in insurance racketeering. 


i would banish people if i had the power. YOU ARE EXILED!


fake "makers"

Jonathan David
Jonathan David

The team they hired was unprepared and the website didn't work, but the director went on vacation anyway. But sure, blame the fictional lumberjack and his blue ox. They can take it.

jlinminneapolis
jlinminneapolis

@ben42dover these are great statictics. Please cite your source, so I can read more about the ¾ on government programs.

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