Further news from Health-on-Line have shown that those with health insurance policies refuse to cancel even if affected by the credit crunch. They would prefer to make modifications to ensure policy is remained live, further emphasising the perceived importance of health insurance.

Whereas in times gone by health insurance would be seen as nothing more than a luxury only the privileged could afford, now a shaky NHS system and a paranoid credit crunch affected nation have decided to upkeep this particular type of insurance.

Mike Dalby of Health-on-Line says "Private Medical Insurance has long been classified as luxury, an area of discretionary spend to be culled when times are hard. We are seeing evidence that health insurance customers are taking a longer term view on their private medical insurance and now consider it a necessity when it comes to protecting the welfare of their families."

"There is no doubt that we are seeing health insurance for some, firmly placed on the ‘must-have list’ rather than household’s ‘wish-list’. It’s just that individuals are now more inclined to look at how they can maintain close to the same product but at a reduced cost." He added.