You've heard of Healthcare.gov. Now meet Healthcare.com

In just a few weeks, millions of people will be heading to the federal site HealthCare.gov to shop for medical insurance when a new open-enrollment period begins. If some of those people wind up by mistake atHealthCare.com instead, well, Jeff Smedsrud is fine with that. Smedsrud is chief executive of HealthCare.com, which holds a seemingly invaluable piece of Internet real estate these days. And he's looking to make the most of it. With enrollment in the individual health insurance market re-opening Nov. 15, Smedsrud wants people to direct their browsers to HealthCare.com, where they can shop and compare health plans.