COLUMBUS, Ohio (WTVN) -- The deadline to sign up for health care coverage under the Affordable Care Act is March 31. Those who don't face having to pay a penalty.

Millions of people in the United States will remain uninsured despite this week's final, frenzied push to sign them up under the health law. Their reasons are all over the map.

"I think affordability is a huge portion of that. Some are deciding they don't want health insurance because they don't need it. Some are deciding that it's too expensive relative to what their expectations were up front," said Mike Kahley, senior vice president at Lockton Dunning Benefits.

An Associated Press-GfK poll found that only one-fourth of the uninsured had tried to sign up through the state or federal insurance marketplaces, also known as exchanges, by late January. If they don't enroll in time, many will face a fine and be locked out of the subsidized plans until next year.

"Roughly one-third of uninsured Americans are claiming they're not planning on enrolling at all," Kahley said.

President Barack Obama and a phalanx of advocacy groups, insurance companies and volunteers are scrambling to spread the word about HealthCare.gov as the deadline dangles.

"It doesn't appear to be something that everyone feels that they need," said Kahley.

One fix would be to increase the penalty to be the same price as premiums.

However, Kahley doesn't think the health care system will ever be fixed until we take a step back on how we view insurance.

"20 years ago doctor visits were not covered as a part of the health insurance policy. It was catastrophic in nature and I think where this whole industry started to go wrong is we began to create the expectation that everything should be included for a very low price and the reality is that you can't do that," he said.

Kahley also thinks there may be some confusion that people can simply sign up whenever they want and that many don't realize there is a deadline.

(The Associated Press contributed to this report)