Annual Travel Insurance Policies - Do you just go with whoever is cheapest?

We are considering obtaining a policy to cover the entire family on an annual basis, in case we need to travel quickly to the US (my father's health is on a decline and my mother has COPD).

I used moneysupermarket and came up with one from a company called protectyourbubble.com and it looks okay, but I'm wondering if it's better to go with, say, a big name like Virgin?

Anyone have a policy like this for a family that includes young children (and no pre-existing medical conditions)?

Ive worked in travel insurance for a few years.

I worked in Marks & Spencer travel insurance. Although the insurance is a bit higher then its competitors, It is worth it.
If you go with the cheapest,its best to look at their exclusions. What they cover for and what they dont cover for. And also the maximum payout per person,like for instance medical coverage. For instance M&S covers for £10 million medical coverage which includes repatritation (which a lot of companies dont cover )
When I last worked there, an Annual family worldwide coverage was about £90

I use insureandgo and they have paid out on some claims for me. Once when my luggage was lost and was delayed for over 48 hours...they paid for all the new undies...and new shoes and stuff I had to buy...

We usually go with, OH GOD the insurance expired last month and we leave tomorrow, Tesco plan.