Hawaii Health Connector officials have unveiled a consumer website that will allow individuals and small businesses to begin comparing and purchasing medical coverage through an online insurance exchange.

The presentation to lawmakers and health officials at the state Capitol Thursday came just three weeks before the system opens for enrollment.

Officials of the insurance exchange — the first major piece of President Barack Obama’s signature health reform law — have set an ambitious goal to enroll 300,000 consumers in Hawaii next year. Many still know little about the new options for health coverage.

"The 300,000 is a target in this state that we think may qualify for subsidies and tax credits," said Rick Budar, the Connector’s chief marketing officer, adding that Connector representatives have spoken at more than 250 events to begin educating the public.

"It is our job to get out to those people and make sure that they understand that they can save money on health insurance. We’re trying to talk to more than just the uninsured, we’re trying to educate everyone."

But the main outreach program has yet to begin. The Connector only last month launched an advertising and public awareness campaign and alloted $6.7 million in grants to 34 community "assister" groups to reach out to the homeless and others about the new way to obtain health coverage. The organizations are still in the process of signing contracts and should complete training by Sept. 17, roughly two weeks before open enrollment begins.

"Community outreach is vital. We remain concerned that the so-called assisters are not already in the field talking to consumers," said Bruce Bottorff, an AARP Hawaii spokesman. "We consider this roughly analogous to teachers who haven’t been trained in their subjects with the start of the school year less than four weeks away."

In addition, rates on the Connector have yet to be made public, leaving consumers and businesses to wonder what they will pay in premiums, co-payments and deductibles.

The state’s two largest health insurers, Hawaii Medical Service Association and Kaiser Permanente Hawaii, are the only carriers that have agreed to participate in the exchange. Both are also on the Connector board helping to design the system, which caused contention early on among consumer advocates concerned about potential conflicts of interest that could undermine increased competition on the online marketplace.

Connector officials are working vigorously to get more insurers to participate on the exchange, Budar said. He added that the Connector has plenty of time to educate the public since open enrollment runs through March.

The Connector’s $53 million online system, described as offering a similar consumer experience as travel sites such as Expedia.com, will go live on Oct. 1.

The Connector is the only place consumers and businesses will be able to obtain tax subsidies to offset the cost of health insurance.

Consumers also can see if they qualify for free coverage through Medicaid, the government health insurance program for low-income residents.

Separately, the state Department of Human Services is spending $93 million to upgrade its Medicaid eligibility system, which will be linked to the Connector. Medicaid enrollment in Hawaii, currently at 295,000, is expected to increase by 48,000 in 2014, said Patricia McManaman, director of the state Department of Human Services.

The federal Patient Protection and Affordable Care Act, known as Obamacare, mandates that Americans secure coverage or face tax penalties beginning Jan. 1.