Unfortunately you appear to have purchased a budget type of Insurance, which on reading I would never suggest that anyone arranges. For £10 or £20 extra for a single trip policy you can get a much better policy,
Just a few parts of the Alpha 50 policy, from which you note that to be covered for private treatment the Insurers emergency line had to be called and they had to agree to the treatment being needed in a private hospital. They won't cover the private costs for something that they consider could have been treated in a public hospital. You can submit the claim and make a complaint etc, but the policy is fairly clear in what it covers and what it excludes.
If you need to see a doctor in Europe or Scandinavia, ask your hotel reception or tour representative for the nearest public medical facility. In Europe you should show them your EHIC card. Medical treatment will be free or at a reduced cost and you will not be required to contribute towards the claim as the policy excess will be reduced to NIL. You will only be covered for the cost of private treatment in these countries if this is approved in advance by our 24 hour emergency assistance service, +44 (0) 845 260 3 260 Elsewhere it is advisable to seek advice on where to go for treatment from our 24 hour medical helpline if possible, as standards of medical facilities vary greatly and to avoid unnecessary admissions and treatment at inflated prices.
HOW TO PAY FOR YOUR TREATMENT Outpatient bills less than £500 should be paid by you at the time and claimed on your return. It is very important to obtain an itemised receipt for any monies paid for medical treatment. If you are an inpatient then you may need to pay the policy excess locally and ask the hospital to send the rest of their bills to Travel Claims Facilities at: PO Box 420, Hadlow, Kent, TN9 9DE. Our 24 hour medical helpline will explain this to them and provide them with a faxed/email confirmation if necessary.
Your travel policy is not private health insurance, in that it only covers unavoidable emergency treatment.
costs of private treatment unless our 24 hour medical helpline has agreed and adequate public facilities are not available.