Following lowered prices by health insurance companies, customers are slowly returning to private medical insurance cover according to The Daily Mail's article Private Health Revival 24 June 2007 written by Stephen Womack. This is just one of a flurry of insurance articles being highlighted by the press at the moment as criticism of the NHS intensifies and the issues with health insurance in the states reach a climax.

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The ABI, Association of British Insurers, released figures that showed the numbers of people taking out private health insurance increased last year, after declining in previous years. 110,000 extra health policies were taken out in 2006 with 5.88 million people in the UK now covered for health care either via an individual health insurance or a corporate medical insurance policy which provides employee health cover.

Medical insurance companies have been working to drive down the cost of health insurance, excluding certain longer-term medical conditions or eliminating unnecessary extras. Often these longer term conditions are covered amply by the NHS and private treatment is not essential.

Freedom's low cost policies, one of which was highlighted in a health insurance article in The Independent recently as the most competitively priced comprehensive insurance policy, provide basic cover through to a comprehensive policy with extras that include alternative therapies.