The recommendation, in a report due to be released by the Washington-based Center for American Progress think tank, calls for a major shakeup within the U.S. Department of Health and Human Services, which presided over last year’s disastrous rollout of the federal market portal, HealthCare.gov.

The idea would be to take the exchanges out of the current bureaucracy and put them in the hands of a CEO with private-sector experience who could run them as true e-commerce sites. The CEO would answer only to President Barack Obama and his intended new health secretary, Sylvia Mathews Burwell.

CAP’s plan would have the CEO assume full oversight of both federal and state exchanges, as well as insurers and market regulations, but not Medicare or Medicaid.