ACA Ads Tout Easy Sign-Up Process Despite Glitches

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Oct. 23 (Bloomberg) -- Bloomberg News Washington correspondent Phil Mattingly, Thomas Gensemer, U.S. chief strategy officer at Burson-Marsteller and Bloomberg Businessweek senior tech correspondent Sam Grobart examine the problems surrounding the Healthcare.gov website as new ads tout an easy sign-up process while President Barack Obama seeks a “tech surge” to correct glitches. They speak on Bloomberg Television’s “Bloomberg Surveillance.”

President health care legislation.

Phil mattingly joining us as well.

Her rock obama said he was matter than anyone about the problems with the website.

Why now is he doing to advertisement online saying it is easy to sign up?

Odd timing but underlying the problems they're facing.

Regardless of how bad the rollout, still a target of 7 million enrolled by march.

What you see is the obama administration is trying to activate grassroots.

Sending a video message out to organize for action, trying to engage them.

Enroll for america, another grassroots agency working in the same way.

Getting people out.

While it seems belated if they are doing it now, it is so important if they want to hit the target numbers.

They need to spend millions of dollars to get people on the website and to work.

There was tremendous demand when the exchanges opened.

Is there concern of the news how things have not been working out going to scare people off and trying to maintain the deep interest people had on day one?

It is completely necessary.

Here is why.

One is the bad headlines.

You start sending people back when you need them now.

So republicans seized on that as well and continue to hold the law up as the bogeyman spends billions of dollars working against the law.

They are getting outspent.

Forget your experience on the campaign for a moment and what you do now.

They go somewhat in tandem because so much of the advice we give is to prepare for the next crisis today.

Somewhere in the 20 million lines of code that need to be reviewed.

There is the reality of the scale of the challenge.

We see tech entrepreneurs raising their hands wanting to get involved.

A massive undertaking.

Yes the quality assurance of the software was not there.

Now we have republicans jumping on to say isn't it ironic?

It is unforgivable in many ways.

Obviously a big mistake.

You saw the private sector when apple launched the maps application.

Perhaps we will see something.

Who knows.

We have other laboratories in the model that are working.

It seems like very little was done to review those.

One of the articles was talking about five steps it would do, learn from mistakes that were made in the past was goal number one.

Was the goal they did not want to get too far ahead in themselves setting up exchanges during the election season because they did not want to give republicans ammunition?

And the process.

Much of the process was put forward in january after the election.

This compressed the timeline for developers.

The u.s. government is planning to spend $82 billion on information technology in fiscal 2014. why couldn't they have gotten the logistics of this right?

I think you have people scratching their head trying to figure out what happened.

I think the compressed timeline is huge.

The ability to get everything together.

They were trying to do this in months, and it was extremely problematic.

She should not resign.

I think that would give too much in musician -- ammunition to it.

Look what happens when apple made a mistake.

Scott had a lot of things going on an apple besides the failure of maps.

Why can't they get inside this?

A challenge this big is not about how big you spend.

It comes down to timing and testing.

The reality is this was more lead it from day one.

Goes back to the idea it is a process not a product.

How would you swoop in public relations?

I think they are going back to the grassroots to support.

Not really a one-to-one match by getting positive sentiment.

They are in listing the off-line support with consultants on the phone to help people through the process.

You have a timeline to find things away for -- around the way of technology.

Now the signature legislation impacted by it.

We are where we are.

You need to add the human element to it.

We are dealing with 20 million lines of code.

Great to get the perspective from you specifically on the issue.

A lot more with you.

Digital technology now.

We will talk about public relations for some of the big banks later in the hour.

Phil mattingly, good to have you here in new york.

Washington correspondent.

This text has been automatically generated. It may not be 100% accurate.

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