Part of the idea is to have people "right in the community" who can cut through language and cultural barriers, said Donna Frescatore, executive director of the New York State Health Benefit Exchange.

WSJ: Immigrants factor in NY health care overhaul

Under the leadership of Dr. Nirav Shah, New York State Commission of Health, New York has been a vanguard state in fostering an environment of innovation in health information exchange, the use of health information technology to support delivery system transformation such as State-wide medical home initiatives, and initiating SHINY as part of the New York e Health Collaborative.

FORBES: NY is the Epicenter of Healthcare's Reinvention

"It can be a very polarizing issue, " said Jason Madrak, chief marketing officer for the Connecticut Health Insurance Exchange, referring to the Boston-New York divide.

WSJ: States' Tough Health-Law Pitch: Enrollment