In the first year, the administration hopes to sign up 7 million people across the country. Simas says that will require TV ads, door knocking and lots of word of mouth.

“It is an on-the-ground effort,” he says. “It is a social media effort. It is a paid media effort. It is an earned media effort. But [it’s] all leading to the same thing, which is that man or woman sitting in their living room online, comparing different prices for different products and deciding what works best for them.”

The administration is developing an Expedia-style website, hoping to make the experience as customer-friendly as possible.

But just getting people to that website is a huge task. Last month, showed that 4 in 10 Americans don’t even know the health care law is still on the books.