Cetra by AnatomyStuff

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.

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

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

• Patient education platform
• MSK health resources
• Digital health SaaS
• Anatomy handouts
• Practice management integration

Headquarters

HQ city

Aberystwyth

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. 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.
2. 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.
3. 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.
4. Student Plan: Affordable single-user plan with unlimited content access. Introductory pricing for first six months, then adjusts to standard rate.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core 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

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature7 records

Partnerships

Twelve partnerships are on record, tiered core, key and minor.

• ClinikocoreTechnology or Integration · 20 April 2026Integration 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.
• AnatomyStuffcoreStrategic or Co-development PartnerSister 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)keyStrategic or Co-development PartnerSpecialist 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.
• NHSkeyOthersNational Health Service listed as a trusted customer/user of Cetra Health. Demonstrates credibility and clinical acceptance of the platform within UK healthcare.
• Nuffield HealthminorOthersMajor UK healthcare provider using Cetra Health for patient education resources. Listed among trusted partners on contribute page.
• SynDaverminorChannel Partner/ Reseller/ DistributorExclusive UK distributor for SynDaver products through AnatomyStuff brand, continuing the company's partnerships with leading global medical education brands.
• RealityworksminorChannel Partner/ Reseller/ DistributorExclusive UK distributor for Realityworks products through AnatomyStuff brand, extending distribution network for medical training tools.
• Granville BiomedicalminorChannel Partner/ Reseller/ DistributorExclusive UK distributor for Granville Biomedical products through AnatomyStuff brand, expanding portfolio of medical education solutions.
• Simply MSKminorOthersMSK clinic founded by Dr. Alastair Jones (Cetra contributor). Listed as trusted partner using Cetra resources for patient education.
• Absolute PhysiominorOthersPhysiotherapy practice listed as a trusted partner/user of Cetra Health on the contribute page.
• OptiNeckminorStrategic or Co-development PartnerPartner brand of Michael O'Reilly, Cetra contributor and inventor of the OptiNeck Balance Wedge. Listed as trusted partner.
• The Physio Matters PodcastminorGTM or Marketing PartnerMSK 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

Broad 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

• LinkedInlinkedin.com/company/cetra-byanatomystuff

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cetra by AnatomyStuff