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Esperion Therapeutics has debuted a promotional push for its FDA-approved non-statin low-density lipoprotein (LDL) drugs Nexlizet and Nexletol. The campaign features “lipid lurkers,” mischievous cartoon creatures representing the unseen risks lurking in patients’ artery walls. 

The digital-first campaign features images of patients capturing and throwing away the lurkers as they lower their risk of cardiovascular disease. 

Cardiovascular disease causes about 17.9 million deaths per year, making it the leading global cause of death. Nexlizet and Nexletol work to lower patients’ chances of developing cardiovascular diseases by lowering the LDL levels of people at risk.

The campaign was motivated in large part by Esperion’s receipt of new labels for Nexlizet and Nexletol, which broadens the pool of patients who could benefit from the therapy. The company had previously targeted individuals who had already experienced cardiovascular events, but the new label allows the drug to be prescribed for preventative purposes.

The campaign will appear across multiple platforms, according to Esperion chief commercial officer Eric Warren.

“We are a small company that does big things,” he said. “We’ve got to be smarter when it comes to executing from a consumer perspective. We don’t have millions of dollars to do television ads, so we’re leveraging targeted and digital assets to do the job for us.” 

To that end, Warren noted that Esperion has shifted its channel focus away from broadcast TV and toward social media, banner ads and points of care. 

Since the campaign launch and the label change, both of which took place in the spring, Esperion has seen web traffic surge, Warren reported. The campaign’s goals extend well beyond digital engagement, however. 

“We’re looking to make the patients feel less threatened and more empowered to take control of their futures, engage with their healthcare professionals and ultimately go on Nexlizet and Nexlitol and start to reach their LDL goal,” Warren said.