The White House on Tuesday convened a summit to discuss strategies officials hope will improve health insurance enrollment of young, healthy people who are crucial to the success of President Barack Obama's health care law.

After a rough start to the online exchanges, or marketplaces, which faced several technical glitches during the first year of open enrollment in 2013, the administration is extending its online presence and enlisting the help of social media and gaming platforms that are frequented by this demographic. Young adults between the ages of 26 and 34 are uninsured at among the highest rate in the country. Though this was true prior to Obamacare as well, officials and insurance companies need this group to purchase coverage on the exchanges so they can balance out the costs of older and sicker enrollees who are more likely to seek medical care.

The lack of participation of this demographic has caused some insurers to pull back from participating in the exchanges because of financial losses, resulting in higher prices and fewer options for coverage.

In Tuesday's Millennial Outreach and Engagement Summit at the White House, Health and Human Services Secretary Sylvia Burwell of the said her agency aimed to deliver the "strongest open enrollment yet."

She discussed the latest initiatives, including a partnership with Twitch, a social video platform and community. The agency will aim to inform Twitch's audience, which is made up of 10 million gamers, about open enrollment through posting videos and homepage items. The agency will also be using a social media campaign with the hashtag #HealthyAdulting that will include partners like the American Medical Student Association and the League of United Latin American Citizens.

Another administration initiative is the White House Healthy Campus Challenge which would involve hosting campus enrollment events, particularly at community colleges.

Burwell also announced an improved mobile site, which would allow customers to more easily compare different plans.

"We have to make sure that the user experience works for them," she said. "We want the experience of shopping for coverage on the phone or a tablet to be easier than ever ... no more clicking into tiny boxes or zooming in to tiny font."

Under Obamacare, most Americans who don't get health insurance through their employer can enroll for tax-subsidized coverage online, over the phone or in person during open enrollment, which begins Nov. 1. According to government estimates, more than 9 in 10 young people who can enroll in these plans are eligible for subsidies that go toward paying their policies.

But this offering hasn't been as successful as officials would like to see when it comes to reaching young, healthy people, who don't tend to use health care as often and struggle to understand how the law might be beneficial to them. During last year's tax season, 45 percent of people who paid the penalty or claimed an exemption were under age 35, compared to about 30 percent of all taxpayers in 2014, according to federal estimates. The uninsurance rate among even younger adults, meanwhile, has been cut by roughly half because they are able to receive coverage under a parent's plan through an Obamacare provision.

In an interview with U.S. News on Friday, Mark Bertolini, chairman and CEO of Aetna, said he thought exchange plans would be more attractive to millennials if they contained more provisions they could use up front rather than the chance that they might have to go to the doctor once a year or could get in an accident. Aetna recently withdrew much of its participation in the exchanges.

"You have to offer something they want," Bertolini said, citing possibilities like fitness and skincare. "If we engage people in a project about them then they stay with us because they have a project going with us."

Experts have surmised that for some customers the law's $695 per-person penalty, imposed under the "individual mandate," may not be enough incentive to buy insurance. Even if its subsidized premiums total as little as $75 a month, plans may come with high deductibles.

But changing the penalty amount would require Congress to change the law. With the election looming and with widespread Republican opposition to the law, such a change would be unlikely before the next open enrollment begins in November. Therefore, officials have focused their efforts on how to reach young people and how to convince them of the benefits they can get from coverage.