Study Shows MNsure Ads Featuring Minn. Icons Didn't Help Image

Updated: 06/04/2014 9:50 PM
Created: 06/04/2014 9:47 PM
By: Cassie Hart

Paul Bunyan and Babe the Blue Ox became MNsure ambassadors last fall in multiple advertisements. The state run healthcare exchange spent $3.5 million in federal grant taxpayer money on advertising. However, these ads did not help MNsure's image, according to results from a research company's study.

Persuadable Research Corporation found from August until February, negative impressions of MNsure shot up from 11 percent to 35 percent.

However, awareness of MNsure was also up 75 percent. At the same time there were numerous problems with its website and call center, which were widely reported in the media.

Around February, MNsure phased out those Paul Bunyan ads, and introduced ads featuring testimonials from Minnesotans.

By that point, there was a new CEO and MNsure problems were getting fixed.

MNsure said 60 percent of total enrollment came in the months after those ads started showing up.

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