Misappropriated

How A Company Misappropriated Native American Culture To Sell Health Insurance

Jill Goodridge was shopping for affordable health insurance when a friend told her about O’NA HealthCare, a low-cost alternative to commercial insurance.

The self-described “health care cooperative” promised a shield against catastrophic claims. Its name suggested an affiliation with a Native American tribe — a theme that carried through on its website, where a feather floats from section to section.

The company promises 24/7 telemedicine and holistic dental care on its website. It says it provides more nontraditional options than “any other health care plan,” including coverage for essential oils, energy medicine and naturopathic care. All of that and conventional care, too.

It struck Goodridge as innovative. She signed up for a high-deductible plan, paying more than $9,000 in premiums and fees over 13 months, she said. Yet she could not get O’NA to cover her family’s medical bills. For example, O’NA applied only a small portion of more

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