How to set an axis in a Flipbook?

I’ve made a particle effect with a flipbook of blood bursting. My problem is now that no matter how I rotate it, it seems that the blood always bursts from outside towards the center of the particle and not away from the center of the particle.

Is there a way of telling the flipbook an axis to rotate around somehow? Because if not I would have 50% of the flipbook textures totally wasted and blank.