"The Obama administration ... kicked off the Health Insurance Marketplace education effort with a new, consumer-focused HealthCare.gov website and the 24-hours-a-day consumer call center to help Americans prepare for open enrollment and ultimately sign up for private health insurance. The new tools will help Americans understand their choices and select the coverage that best suits their needs when open enrollment in the new Health Insurance Marketplace begins October 1.... 'The re-launched Healthcare.gov and new call center will help consumers prepare for the new coverage opportunities coming later this year,' said [CMS] Administrator Marilyn Tavenner. 'In October, HealthCare.gov will be the online destination for consumers to compare and enroll in affordable, qualified health plans.'"