Members of the PruHealth private medical insurance scheme, which gives discounts on gym membership, face further unheaval to the benefits offered under their policy.

PruHealth policies proved popular when they launched in 2007, as they offered discounts off the cost of gym membership for those who exercised regularly, with the possibility of free membership after enough visits.

But the company has since twice complicated the benefits on offer, angering customers who had enjoyed cheap or free gym membership. In 2008 it switched the straightforward discounts for "Vitality points", which could be earned through health screens, buying healthy food and visiting the gym. Points could be swapped for gym fee reductions, or other leisure pursuits.

Then in 2009, PruHealth reduced the maximum gym discount to 25% of the fees, enraging policyholders.

Now, following its takeover of Standard Life Healthcare last summer, the company is launching a new personal healthcare plan on 1 March, with the intention of replacing the existing Pru and Standard Life plans towards the end of this year.

David Priestly, sales director for PruHealth, says customers will still earn Vitality points, but can now opt for a 50% gym membership discount at Virgin Active and LA Fitness by paying an additional premium of £5.80 a month. This Vitality Plus option will also entitle policyholders to earn five times the normal number of Nectar points when buying healthy foods at Sainsburys.

The new scheme is designed to offer policyholders control over the level of cover and the amount they pay. Everyone gets "core" cover, which includes in-patient and day patient care, diagnostic scans, cancer cover and the basic "Vitality" programme. They can then opt for a choice of enhancements, such as psychiatric cover, Vitality Plus and "full" cover for different types of illness. Full cover for cancer, for example, means cancer biological therapies would have no time limitations and that the policy would cover the cost of palliative care. Consultants' fees would also be met in full, rather than the patient having to pay any extra above a limit.

A woman aged 35 opting for core cover would pay £22 a month. If she chose full cancer outpatients and outpatients diagnostic cover, Vitality Plus and £20,000 of psychiatric cover this would jump to £53.46 a month.