Cetra by AnatomyStuff
- Company typePrivate
- Founded1999
- HeadquartersAberystwyth, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Cetra by AnatomyStuff does
Cetra Health, trading as Cetra by AnatomyStuff, operates a digital patient education platform targeting musculoskeletal (MSK) healthcare professionals — primarily physiotherapists, osteopaths, chiropractors, and sports therapists in the UK and internationally. The web-based SaaS platform delivers a peer-reviewed library of hundreds of MSK condition, injury, anatomy, and rehabilitation handouts that clinicians can annotate via an Interactive Whiteboard, customise with practice branding, and distribute digitally through email, SMS, WhatsApp, or unique links. The company is a sister brand to AnatomyStuff under the legal entity Health Books UK Ltd (registered company 40885560), founded by Clare King and Richard Klin in 1999; Cetra Health was developed around 2019–2020 as a digital-first extension of that 25-year anatomy education business.
Cetra by AnatomyStuff firmographics
Firmographics- Name
- Cetra by AnatomyStuff
- Legal name
- Health Books UK Ltd
- Website
- https://cetrahealth.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Cetra by AnatomyStuff industry classification
Industry- Product category
- Healthcare Patient Education Software
- NAICS
- Computer Systems Design and Related Services (54151), Educational Support Services (61171)
- SIC
- Services-Prepackaged Software (7372), Services-Misc Health & Allied Services, Nec (8090), Services-Health Services (8000)
- akta.pro primary industry
- Nursing, Clinical Notes & Documentation Workflow Tools (HLACAAAG)
- akta.pro secondary industries
- Musculoskeletal (MSK) & Physical Therapy Virtual Care (HLALADAC), Healthcare & Clinical Professional Development (CME/CE) (EDAGANAJ)
Keywords
Where Cetra by AnatomyStuff is headquartered
LocationHeadquarters
- HQ city
- Aberystwyth
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Cetra by AnatomyStuff business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription - Free Tier: View-only access to full handout library with limited editing and annotation. No payment required. Used for lead generation and product adoption.
- Professional Plan: Single-user subscription at £9.99/month with unlimited sharing, clinic branding, personal workspace, and Cliniko integration. Introductory pricing available for first six months.
- Clinic Plan: Multi-user subscription at £49.99/month supporting up to 5 users with shared workspace, bundled handouts, and all Professional features. Ideal for growing practices.
- Student Plan: Affordable single-user plan with unlimited content access. Introductory pricing for first six months, then adjusts to standard rate.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free - View-only access with limited editing |
| Subscription | Monthly | Professional - Single user with full features at £9.99/month |
| Subscription | Monthly | Clinic - Multi-user (up to 5) at £49.99/month |
| Subscription | Monthly | Student - Affordable single-user plan |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Cetra by AnatomyStuff product offering
Product offeringCore offering
Cetra Health by AnatomyStuff is a web-based SaaS platform that provides MSK (musculoskeletal) clinicians with a peer-reviewed library of patient education handouts, an interactive whiteboard annotation tool, and digital sharing capabilities (email, SMS, WhatsApp, link, print). The platform enables physiotherapists, osteopaths, chiropractors, and sports therapists to explain conditions, customize resources with their own branding, and integrate with Cliniko practice management software for automatic documentation. It is offered via freemium and subscription tiers targeted at solo practitioners, multi-user clinics, and students.
Product overview
Cetra Health is a unified digital patient education platform for MSK professionals. The core Cetra Health Platform serves as the central hub providing access to a comprehensive Patient Handout Library of hundreds of peer-reviewed MSK education resources. The Interactive Whiteboard module adds real-time annotation capabilities for customising diagrams during consultations. The platform offers tiered access through Free, Professional (£9.99/month), and Clinic (£49.99/month) plans. The Cliniko Integration connects the platform with Cliniko practice management system for streamlined documentation. All handouts can be shared digitally via email, SMS, WhatsApp, or print, with custom branding available on paid plans.
Differentiator
Problem solved
Functional benefit
Products and services
- Cetra Health Platform A unified digital patient education platform designed for MSK professionals (physiotherapists, osteopaths, chiropractors, sports therapists). Provides a comprehensive library of peer-reviewed patient handouts, an interactive whiteboard annotation tool, digital sharing via email/SMS/WhatsApp/link, practice branding, personal workspaces, and integration with Cliniko practice management software for automatic documentation. Accessible via web browser on desktop, laptop, tablet, and mobile devices.
Quantifiable outcome
- Patients better understand their condition and follow through with care plans
- +3 more outcomes
Companies that use Cetra by AnatomyStuff
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Cetra by AnatomyStuff technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature7 records
Cetra by AnatomyStuff partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core, key and minor.
- ClinikocoreIntegration between Cetra Health and Cliniko practice management system enables MSK professionals to access and share patient education handouts directly within their Cliniko workflow. Automatically logs shared handouts in patient records, reducing admin time and improving documentation accuracy.
- AnatomyStuffcoreSister brand under Health Books UK Ltd. AnatomyStuff is the parent company (founded 1999) providing anatomy models, posters, and training resources. Both brands share founders Clare King and Richard Klin and exhibit together at conferences like CSP 2025.
- Jack March (The Rheumatology Physio)keySpecialist rheumatology physiotherapist and MSK educator collaborating with Cetra to review and enhance MSK content. Helps ensure resources reflect latest best practices in rheumatology. Active contributor and advocate within MSK community.
- NHSkeyNational Health Service listed as a trusted customer/user of Cetra Health. Demonstrates credibility and clinical acceptance of the platform within UK healthcare.
- Nuffield HealthminorMajor UK healthcare provider using Cetra Health for patient education resources. Listed among trusted partners on contribute page.
- SynDaverminorExclusive UK distributor for SynDaver products through AnatomyStuff brand, continuing the company's partnerships with leading global medical education brands.
- RealityworksminorExclusive UK distributor for Realityworks products through AnatomyStuff brand, extending distribution network for medical training tools.
- Granville BiomedicalminorExclusive UK distributor for Granville Biomedical products through AnatomyStuff brand, expanding portfolio of medical education solutions.
- Simply MSKminorMSK clinic founded by Dr. Alastair Jones (Cetra contributor). Listed as trusted partner using Cetra resources for patient education.
- Absolute PhysiominorPhysiotherapy practice listed as a trusted partner/user of Cetra Health on the contribute page.
- OptiNeckminorPartner brand of Michael O'Reilly, Cetra contributor and inventor of the OptiNeck Balance Wedge. Listed as trusted partner.
- The Physio Matters PodcastminorMSK education and events platform where Jack March (Cetra collaborator) is active. Serves as marketing/educational channel for the MSK community.
Scale indicators3 records
Recent moves10 records
Expansion highlights6 records
Cetra by AnatomyStuff competitors and assessment
Company assessmentBroad incumbents
- Sharecare: Sharecare is a digital health company delivering patient education and engagement platforms across multiple therapeutic areas. Comparable in providing consumer-facing health education, but operating at consumer/employer scale rather than the MSK clinician niche Cetra targets.
- Wolters Kluwer (UpToDate Patient Education): Wolters Kluwer distributes peer-reviewed clinical content including UpToDate and Lexicomp patient education materials used by hospitals and clinicians worldwide. Comparable as an authoritative patient-education content provider, but bundled into broader clinical decision support offerings.
- WebMD Ignite (Krames): WebMD Ignite (formerly Krames) provides patient education content and engagement tools widely embedded in US health systems and EHRs. Comparable as a patient education content provider, but distributed at hospital-system scale rather than Cetra's individual clinician focus.
Emerging players
- TrackActive: TrackActive offers MSK-specific digital rehabilitation platforms including patient education and exercise prescription for physiotherapy clinics. Comparable in serving the same MSK digital engagement niche but with a narrower rehab focus than Cetra's broader handout library.
- Carepatron: Carepatron is an all-in-one practice management and patient engagement platform for allied health professionals including physiotherapists and chiropractors. Comparable as an embedded workflow tool with patient communication features, directly competing for the same MSK clinic tier of customers.
Direct peers
- MedBridge: MedBridge delivers online education, patient engagement, and clinical content for physical therapists and other rehabilitation providers. Directly comparable in combining clinician-facing learning with patient-facing education materials, targeting overlapping MSK and rehab segments.
- PhysioTools: PhysioTools provides exercise prescription software with a library of illustrated exercises for physiotherapy clinics. Comparable as a digital patient-instruction tool used in MSK practice, with overlapping appeal to the same physiotherapy customer base Cetra targets.
- Physitrack / PhysiApp: Physitrack provides home exercise prescription, patient education, and outcome tracking software for physiotherapists worldwide. It is the most direct competitor to Cetra in serving MSK clinicians with digital patient engagement and education tools.
- Embodia: Embodia is an all-in-one practice management and online education platform for allied health professionals with a strong MSK focus, including patient education courses and exercise prescription. Overlaps with Cetra on content delivery, professional education, and patient handouts for the same clinical audience.
Others
- Therapy Central: Therapy Central provides an MSK-specific patient app with exercise prescription and educational content marketed to physiotherapy clinics. Comparable as an MSK patient-education adjacency distributed to the same clinic buyer base, though more transactional than Cetra's subscription model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Cetra by AnatomyStuff social profiles
Digital presenceCetra by AnatomyStuff financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cetra by AnatomyStuff leadership team
Management profileNumber of profiles
Profiles12 records
Cetra by AnatomyStuff funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cetra by AnatomyStuff M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cetra by AnatomyStuff
What does Cetra by AnatomyStuff do?
Cetra Health by AnatomyStuff is a web-based SaaS platform that provides MSK (musculoskeletal) clinicians with a peer-reviewed library of patient education handouts, an interactive whiteboard annotation tool, and digital sharing capabilities (email, SMS, WhatsApp, link, print). The platform enables physiotherapists, osteopaths, chiropractors, and sports therapists to explain conditions, customize resources with their own branding, and integrate with Cliniko practice management software for automatic documentation. It is offered via freemium and subscription tiers targeted at solo practitioners, multi-user clinics, and students.
Is Cetra by AnatomyStuff a public or private company?
Cetra by AnatomyStuff is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Cetra by AnatomyStuff founded?
Cetra by AnatomyStuff was founded in 1999. It employs 1 to 10 people.
Where is Cetra by AnatomyStuff based?
Cetra by AnatomyStuff is headquartered in Aberystwyth, United Kingdom, in the Europe region.
How does Cetra by AnatomyStuff make money?
Four revenue lines are on record. Subscription - Free Tier is the primary driver. The others are professional Plan, clinic Plan and student Plan.
Who are Cetra by AnatomyStuff's main competitors?
Broad incumbents on record are Sharecare, Wolters Kluwer (UpToDate Patient Education) and WebMD Ignite (Krames). Emerging players are TrackActive and Carepatron. Direct peers are MedBridge, PhysioTools, Physitrack / PhysiApp and Embodia. Therapy Central is listed as an others.
Does Cetra by AnatomyStuff have an API?
Yes. Cetra Health provides an API for integration with Cliniko practice management system. The integration allows MSK professionals to automatically log handout activity directly in Cliniko patient records. Clinicians generate an API key from their Cliniko account (requires Practitioner or Administrator permissions) and connect it within Cetra Health Settings > Integrations. The integration supports automatic logging of handouts sent via email to patient records, with WhatsApp, SMS, and print logging capabilities coming soon. Developer documentation is at www.cetrahealth.com/cliniko-integration-instructions.
What industry is Cetra by AnatomyStuff in?
Cetra by AnatomyStuff's product category is Healthcare Patient Education Software. Its primary akta.pro industry code is HLACAAAG, Nursing, Clinical Notes & Documentation Workflow Tools, with a secondary code of HLALADAC, Musculoskeletal (MSK) & Physical Therapy Virtual Care. Its NAICS code is 54151 and its SIC code is 7372.