Beware the Lipid Lurkers: kind-of-cute
animated characters representing LDL (“bad”) cholesterol inside artery walls, who can now be tamed with Nexletol and Nexlizet from Esperion Therapeutics.
After receiving FDA
approval earlier this year for the two non-statin drugs, Esperion Therapeutics unleashed its Lipid Lurkers in a digital campaign from Syneos Health’s GSW agency that’s targeted to patients
at risk for heart attack or heart procedures from uncontrolled LDL cholesterol.
The ongoing campaign, which launched with search, display, social (Facebook/Instagram), and email elements
– more than a dozen assets in all --will “progressively increase in frequency and breadth of locations,” Esperion tells Marketing Daily.
In May alone, the pharma
company reports, the Lipid Lurkers campaign drove 190,000 clicks for more information at the Nexletol/Nexlizet website.
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The campaign
–which aims to demonstrate that patients can empower themselves to “Take Control of Their Lipid Lurkers,” was launched only after testing of multiple creative concepts,
Esperion Chief Commercial Officer Eric Warren said in a statement. “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.”
The Lipid Lurker characters are also featured in materials placed in healthcare provider offices, including waiting room
videos and patient brochures.
Evidence of the campaign’s success on sales should be revealed when Esperion releases its second quarter earnings results on August 12.
And
what’s the difference between Nexletol and Nexlizet? The former consists of bempedoic acid to lower bad cholesterol. The latter, which combines ezetimibe with bempedoic acid, reduces
both how much cholesterol the body makes and how much is absorbed, according to an Esperion spokesperson,