Under the new health reforms, private firms are being awarded millions of pounds-worth of NHS contracts. One of the major new players is Virgin Care, a global brand more readily associated with planes, trains and record stores. The company is already providing medical services and running entire medical centres and is developing links to GPs across England. Health reforms were meant to improve choice and competition, and put GPs in the driving seat. Morland Sanders examines whether the rapid handover of services to private contractors is really good for the public purse, and good for patient care.