The U.S. Department of Health and Human Services (HHS) is defending the affordability plans ahead of Healthcare.gov’s third open enrollment.

During a press call, Kevin Griffis, assistant secretary for public affairs for the HHS, said the third open enrollment period will be a challenge to reach new enrollees since "there's fewer of them." He added that this isn't a bad problem to have because it's a clear indication of the HHS' enrollment success.

Starting with a base of 9.1 million consumers in 2015, HHS believes 10 million people will be covered, meaning paying their respective monthly premiums in the marketplace, by the end of 2016.

"That's a strong a realistic goal, and would mean signing 1-in-4 of the eligible uninsured," said Griffis.

HHS' Assistant Secretary for Planning and Evaluation Richard Frank said the takeaway is that the health insurance marketplace is "stable" and consumers will have affordable choices. Frank recognized that enrollees are "very price sensitive," and while there will be a average premium rate increase of 7.5 percent in the upcoming open enrollment period, he said most consumers will still find insurance plans that cost less than $100, after tax credits, and 7-in-10 can purchase a $75 or less plan.

In regards to coverage selection, Frank noted consumers could expect to choose an average of 50 plans per county. Although it is an drop from an average 58 plans from last year's open enrollment period, he said there shouldn't be concerns.

Based on an HHS' ASPE research brief obtained by Latin Post, 86 percent of current marketplace enrollees will find a lower premium plan in the same metal level, prior to tax credits. The report revealed approximately one-third of its consumers switched to a new plan last year.

The brief provided an example for a 27-year old millennial with an income of $25,000. The aforementioned millennial, on average, will receive an annual tax credit of $1,164 compared to $972 from the previous second enrollment period. A standard family of four, with an income of $60,000, may receive an average annual tax credit of $5,568, higher than last year's average of $4,848.

Overall, based on the second enrollment period, nearly 85 percent of Healthcare.gov's consumers received tax credits.

The HHS's focus on ensuring there are affordable plans is important for the 37 states that have not adopted a state-level health insurance marketplace and therefore must rely on Healthcare.gov. The 37 states that use the federal marketplace are: Alabama, Alaska, Arizona, Arkansas, Delaware, Florida, Georgia, Illinois, Indiana, Iowa, Kansas, Louisiana, Maine, Michigan, Mississippi, Missouri, Montana, Nebraska, New Hampshire, New Jersey, Nevada, New Mexico, North Carolina, North Dakota, Ohio, Oklahoma, Oregon, Pennsylvania, South Carolina, South Dakota, Tennessee, Texas, Utah, Virginia, West Virginia, Wisconsin, and Wyoming.

The penalties for not having a health plan for 2016 will increase. HHS said uninsured individuals "may be more inclined to enroll in coverage" as a result of the tax penalty, which will be either the individual's 2.5 percent yearly income or $695 -- whichever is the larger amount for the uninsured. The fine is $347.50 per child under 18 years old.

The third open enrollment period begins on Nov. 1, and it will end on Jan. 31, 2016.

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