Planners decided on "Covered California" after months of testing and consideration.
LEE: "I have a whole raft of staff that are saying, 'Finally, I can get a business card!'"
Peter Lee is Executive Director of the Exchange, which is now
known as 'Covered California.'
He said planners used focus groups to come up with a name that resonated with a diversity of Californians.
LEE: "Seventeen percent had heard about a thing called exchange but we are going to have a much better outreach with a name that actually conveys what we're doing."
'Covered California' is still in development. Planners hope the online marketplace will help millions buy affordable coverage starting January 2014.