Fi Clinica faced the challenge of raising awareness about lengthy NHS waiting times, with over 7 million people awaiting treatment and 800,000 specifically waiting for hip or knee replacements, causing many to suffer in pain. To tackle this, we secured interviews with experts and real patients who had traveled to Lithuania for surgery, using compelling case studies to illustrate the life-changing impact of Fi Clinica’s services. By amplifying these authentic stories across UK media, we positioned Fi Clinica as a trusted alternative for faster treatment, increasing public understanding of the option to seek timely care abroad amid NHS delays.