Spink is now handling a six-month UK launch campaign and has rented an apartment in central London where it will showcase Litozin to consumer journalists this Thursday.
An ongoing 'comprehensive' media relations campaign will target consumer journalists, while Spink will bid to secure 'tie-ups' with relevant patient groups.
Litozin, made by Danish firm Dansk Droge, is a clinically studied botanical extract that studies indicate can increase mobility in osteoarthritis patients and cut their need for traditional painkillers.
Agency director Jo Spink said: 'Litozin presents us with a real challenge in such a crowded market. But the clinical evidence for it is extremely positive.'