HealthCare.gov blankets consumer inboxes

The tempo of notices from HealthCare.gov is increasing ahead of Thursday’s deadline for coverage that begins Feb. 1.

The federal health insurance exchange sent four reminders in the last 24 hours to some individuals with unfinished applications, reminding them to revisit the site.

{mosads}Several emails played up the decreasing number of days left before the deadline, a strategy to bring people into the exchange as soon as possible.

Sign-ups typically increase close to deadlines, though the largest rush is not expected until next month prior to the final cutoff date of Feb. 15.

After that time, people will not be able to buy health insurance on the exchanges unless they qualify for a special enrollment period.

The notices from HealthCare.gov signal the Obama administration’s focus on consumer outreach now that the website is functionally smoothly for most users.

Health and Human Services (HHS) Secretary Sylvia Burwell is also emphasizing the looming coverage deadlines.

“There are just over four weeks before the February 15 deadline and the end of open enrollment. For those who are thinking about getting health coverage, take a look at your options on HealthCare.gov or contact the call center,” Burwell said in a statement Wednesday.

Nearly 6.8 million people have picked plans or re-enrolled in coverage at HealthCare.gov since Nov. 15, HHS said Wednesday. The department’s goal prior to Feb. 15 is to sign up 9 million people.