Contrary to what some of the contributors to this thread suggest, 37 K is not unusually low, it is about the going start rate for UK police/ems pilots who are NOT directly employed. Whether you regard it as paltry or not is up to you. For a lot of units now, the Civ/Mil debate is over, the issue will be (assuming your experience is adequate and yours looks good enough at first reading) are you good for the unit and equally important, is the unit good for you. One other question might be, "Oh, you're not waiting for the fixed wing market to pick up are you?"
Over the coming years an IR may be more and more important, especially for ems work. The downside is that with the contraction that seems to be happening on the N Sea the UK heli market is stagnating. ( So thank goodness all those highly paid mil chaps and chappesses are staying put
)