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Amulet Capital Partners Acquires Eruptr

Positions Business to Meet Accelerating Demand for Tech-Enabled Marketing Initiatives to Drive Patient Acquisition and Retention

Partnership Will Support Long-Term Growth in Increasingly Digital Healthcare Ecosystem

GREENWICH, Conn.--(BUSINESS WIRE)--Amulet Capital Partners, LP (“Amulet”), a middle-market private equity investment firm focused exclusively on the healthcare sector, today announced that it has acquired Eruptr LLC (“Eruptr” or the “Company”), an industry leader in healthcare digital marketing providing proprietary technology-enabled solutions. Athyrium Capital Management (“Athyrium”), a specialized asset management company focused on opportunities in the global healthcare sector, is investing alongside Amulet. Financial terms of the transaction were not disclosed.

Eruptr provides end-to-end technology-enabled healthcare digital services that allow clients to attract and retain patients and achieve marketing goals. Eruptr offers services ranging from search engine marketing to health risk assessments. The Company’s deep experience across critical healthcare service lines allows it to deliver measurable patient acquisition metrics.

As a growing number of patients turn to search for health-related solutions and care providers increase investment in digital marketing, Eruptr has quickly become the leader of technology-enabled digital performance offerings. Today, the Company serves an impressive roster of more than 200 blue-chip hospitals and health systems across the country.

“Since we founded Eruptr in 2009, we have experienced significant growth, which is indicative of patient and market share demand for hospitals and systems. We will greatly benefit from the support of two experienced, operationally focused partners that intimately understand our business and landscape,” said J.K. Lloyd, Co-Founder and President of Eruptr. “We look forward to this next phase of expansion, which in turn will allow us to deliver even more patient engagement solutions and marketing results.”

“Today marks an exciting milestone for our company,” said Kevin Minnelli, Co-Founder and CEO of Eruptr. “Our best-in-class team has worked tirelessly to solidify our position as the leading healthcare digital marketing provider in the industry, and Amulet’s conviction in our business and potential for growth is a testament to the strength of our strategy and vision.”

“As healthcare providers increasingly search for ways to find, care for and retain patients online, Eruptr’s unique platform and focus on measurable results positions the business for continued expansion across service lines and geographies,” said Gabe Luft, Partner at Amulet. “We believe Eruptr will play an essential role supporting healthcare providers across the country in achieving their operating goals and better serving their communities. We look forward to working closely with Kevin and J.K. to continue growing the business together, both organically and through acquisitions.”

Amulet will leverage its extensive network, digital experience and deep knowledge of the healthcare landscape to work closely with Eruptr’s existing management team to capitalize on the growing need for technology-enabled marketing and patient retention solutions.

“The team at Eruptr has built a successful, scalable business with a reputation for excellence and innovation,” said Hondo Sen, Partner at Athyrium. “We look forward to working alongside Amulet and the Eruptr team to execute on shared long-term growth objectives while driving outsized success in patient retention and acquisition for Eruptr’s world-class, and growing, client base.”

McDermott Will & Emery LLP served as legal advisor to Amulet.

Canaccord Genuity LLC served as financial advisor and the law firm of Sidley Austin, LLC served as legal advisor to Eruptr LLC shareholders.

About Eruptr

Eruptr is an industry leader in healthcare digital marketing, offering a suite of digital marketing solutions to help hospitals increase awareness, patient acquisition and achieve KPIs. Eruptr maintains direct customer relationships with blue-chip health systems including Johns Hopkins, UNC Healthcare, Methodist, and Inova Health System and serves a client base of over 70 systems representing over 200 hospitals. Eruptr runs over 1,000 high-impact digital marketing campaigns per month designed to target patients at the moment of intent when they are seeking treatment/appointments. For more information, please refer to the Eruptr website at

About Amulet Capital Partners

Amulet Capital Partners is a middle-market private equity investment firm based in Greenwich, CT, focused exclusively on the healthcare sector. Amulet seeks to achieve long-term capital appreciation through privately negotiated investments in healthcare companies. Amulet focuses on those segments it believes have the most attractive long-term fundamentals with a target investment size between $50 million to $150 million. For additional information, please visit

About Athyrium Capital Management

Athyrium is a specialized asset management company formed in 2008 to focus on investment opportunities in the global healthcare sector. Athyrium advises funds with over $4.6 billion in committed capital. The Athyrium team has substantial investment experience across a wide range of asset classes including public equity, private equity, fixed income, royalties, and other structured securities. Athyrium invests across all healthcare verticals including biopharma, medical devices and products, healthcare focused services, and healthcare information technology. The team partners with management teams to implement creative financing solutions to companies’ capital needs. For more information, please visit



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Last Updated: 07-Feb-2023