Healthcare and protection insurer Exeter Family Friendly has launched a new private medical insurance (PMI) plan aimed at the entry-level market.

The new plan, Health Essentials for Me, is available to the largest sector of the PMI market.

Simon Philp, distribution and marketing director, said: “PMI advisers know what we have brought to the market until now, our products are comprehensive, easy to explain and offer both value and reassurance. But for some consumers, the most important factor is price – yes they would like comprehensive cover, but they have to compromise to stay within budget.”

The plan includes cover for in-patient and day-patient surgery and treatment, but no cover for diagnosis and consultations. Customers can choose whether they would like to include unlimited cover for cancer or not.

Philp said: “For many people, the main driver for choosing to buy PMI is the fear of having to wait for an operation or procedure on the NHS. Health Essentials for Me will give these customers access to speedy and quality private treatment, without the price tag of a comprehensive policy.”

Along with choosing whether they want cancer cover, applicants only have one other decision to make, whether they want to add a voluntary excess to the compulsory excess of £100.

Philp added: “We’ve road tested Health Essentials with advisers and feedback was hugely positive. The feedback is that this is something different in a market of complex and similar products.”