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 (Facebook and Instagram), 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.