The characteristics of lipivir® as a consumer product and the ongoing disruption in the Advertising industry where traditional skills in print and TV media are becoming outmoded due to the switch to online promotion and purchase is a very favourable combination for the Company. Digital marketing to consumers is heavily affected by technology development. Thanks to advanced communication tools for marketing automation, the introduction of artificial intelligence into big data analytics, enormous possibilities have emerged. This, combined with the Influencer phenomenon where “citizen opinion leaders” have emerged as local and celebrity Bloggers and Vloggers and who help direct product choice to their armies of ‘followers’, has led to new tailor-made and cost-effective channels for retail marketing. The customer acquisition cost (“CAC”) is constantly being reduced.