Esperion announces ‘Lipid Lurkers’ digital first marketing campaign

Esperion is on a mission to educate patients on the cardiovascular risks of uncontrolled or under controlled LDL cholesterol, an asymptomatic disease that “lurks” inside artery walls. “The Lipid Lurkers campaign was developed as a visual way to bring high LDL cholesterol to life and help patients understand and become better educated on the havoc that too much bad cholesterol is causing inside their artery walls,” according to Eric Warren, CCO. “Of the multiple concepts tested, the Lipid Lurkers campaign was rated best among patients with high LDL-C on three key attributes: stopping power, impact, and motivation to ask their doctor about NEXLETOL and NEXLIZET.” Esperion has adopted a “digital first” strategy enabling the company to gain the reach and frequency to generate increased awareness among the target audience. Digital channels, including search, direct, lifestyle, and programmatic display, social, and emails also allow the marketers to effectively measure what’s working and where to optimize to achieve better growth within the key target audience. The Lipid Lurker characters will also be featured in point of care materials in HCP offices including waiting room videos and patient brochures. The campaign launched in April and initial results show that the campaign is reaching its target audience and having an impact. For the month of May 2024, the site recorded 190,000 clicks for more information generated from the campaign tactics.