Medtech · Denmark · Arthrosamid
285 patient enquiries across three markets. £29 blended cost per acquisition.
A live, international direct-to-patient acquisition system for a novel knee OA treatment, running simultaneously in the UK, Germany, and Sweden, with a 12.8x return on ad spend and Meta CTR more than three times the healthcare benchmark.
The client
Medtech · Denmark · Arthrosamid
Our client is a Danish medical device company whose flagship product, Arthrosamid, is a 2.5% polyacrylamide hydrogel injected into the knee joint to provide long-lasting relief from osteoarthritis pain. Unlike surgical interventions, it is a single in-clinic procedure with a strong durability profile. Reaching the right patients across multiple countries required building a patient marketing infrastructure from the ground up in each market.
The challenge
A treatment most patients had never heard of, in markets with very different starting points.
01
Low patient awareness
Arthrosamid sits in a gap between the treatments patients already know about: physio, steroid injections, and knee replacement. It had no cultural presence and no patient community to borrow from. Awareness had to be built from scratch in every market.
02
Three markets, three patient profiles
UK, Germany, and Sweden each required localised messaging, regulatory-compliant claims, and market-specific paid media strategies. What works for a UK patient searching for alternatives to surgery is not the same as a German or Swedish patient doing the same.
03
Private pay with a premium price point
Arthrosamid is a private-pay treatment at a meaningful price point. The campaign had to find patients motivated enough to self-fund. That means reaching the right life-stage, lifestyle, and severity profile, not simply anyone with knee pain.
What we did
A patient acquisition system designed to scale across markets.
Patient persona development
We built detailed patient personas based on lifestyle, life stage, and pain severity. Three primary profiles emerged: the Active Life patient (40s-50s, high activity, not ready to stop), the Late Career patient (50s-60s, managing progression), and the Retirement patient (60s+, quality-of-life focused). Each persona drove distinct creative and channel decisions.
Compliant patient messaging
Medical device regulations vary significantly between the UK, Germany, and Sweden. Every claim was reviewed for compliance in each market before launch, ensuring the campaign was never held back by regulatory risk while remaining compelling enough to convert at scale.
Patient film production
Three patient films were produced, one per persona, featuring real patient stories presented with the Arthrosamid brand identity, subtitles, and AGENCY brand mnemonics. These films became the primary creative asset across paid social, the patient website, and clinic marketing materials.
Meta paid social at scale
Highly targeted Meta campaigns running across all three markets, with creative variants matched to each persona. The campaign sustained over 900,000 impressions per month, a 4.75% average CTR (vs. a healthcare benchmark of under 1.5%), and a top-performing creative delivering 8.83% CTR.
Per-market performance tracking
Each market was tracked independently across enquiry forms, cost per acquisition, and ROAS, so budget could be optimised in real time. The system is designed to scale. New markets can be added using the same infrastructure, creative framework, and measurement model.
The creative
Three personas. Three films. Compliantly produced.
Each film matches a distinct patient profile and ran across paid social, the patient website, and clinic marketing materials in all three markets. Hover to preview.
40-50 years · Early-stage osteoarthritis
Active Life
Patient film
50-60 years · Balancing work and recovery
Late Career
Patient film
58-75 years · Quality of life
Retirement
Patient film
Performance · March 2026
Three markets. One system. All performing.
United Kingdom
£25
cost per acquisition
177
patient enquiry forms · 14.4x ROAS
Germany
£28
cost per acquisition
69
patient enquiry forms
Sweden
£44
cost per acquisition
39
patient enquiry forms
285
Total patient enquiry forms across all markets
£29
Blended cost per acquisition across UK, Germany, Sweden
12.8x
Blended return on ad spend
4.75%
Average Meta CTR vs. sub-1.5% healthcare benchmark
Top-performing creative delivered 8.83% CTR. The campaign generated over 900,000 impressions per month across markets. The UK market achieved a 14.4x ROAS against a private-pay consultation price point, making this one of the most efficient patient acquisition campaigns run for a medical device in this category.
The insight behind it
“The treatment is effective. The clinical evidence is strong. The only thing the patient is missing is the knowledge that it exists and that it is available to them. That is not a medical problem. It is a marketing one, and it is solvable at international scale.”
Running patient acquisition across markets?
The Arthrosamid system was built once and scaled to three countries. If you have a private-pay treatment and patients who need to find it, we know how to build the infrastructure that connects them, compliantly, measurably, and at real ROAS.