The California Health Benefit Exchange is one of the key pillars of the federal health overhaul in the state, but recent polling suggests few California voters have even heard of it.

Executive Director Peter Lee says a new name is a first step towards changing that.

LEE: "For most Californians, there's not a brand that exists. And what we need to do is to pick a name that Californians will identify as the right place to get affordable health care." 

The exchange is batting around names such as "Eureka,' 'Beneficia,' 'Wellquest,' and 'Cal-Vida'…names that could brand it as a remedy to a complex healthcare system.

LEE: "California is a very diverse state, so that recallability, simplicity and playing in multiple cultures is key."

The exchange expects to have a new name by the end of September.