Medical device company AtriCure (NSDQ:ATRC), maker of the only FDA-approved surgical device for treatment of atrial fibrillation, launched a new initiative to make a positive impact in the lives of 250,000 patients before 2020, extending programs to raise awareness and provide treatment.

AtriCure plans to accomplish this goal through "significant investments in clinical science and physician education initiatives," and the company has developed an ACT initiative to advise all patients to Assess their risk of having afib, Consult with their physicians and to Treat the condition.

"As a leader in the clinical research and treatment of Afib, we’re all-too-familiar with its devastating effects, and the near epidemic levels of people suffering from Afib," AtriCure medical director Dr. Sydney Gaynor said in prepared remarks. "Our goal is to partner with physicians to provide superior treatment options as well as to create greater public awareness about this progressive disease and the options available."

Atrial fibrillation, a heart rhythm disorder, impacts an estimated 25% of U.S. patients over the age of 40, the company noted. The condition puts patients at higher risk of heart failure and stroke and may impair quality of life. AtriCure pledged to launch "aggressive efforts" to team up with doctors and develop solutions.

One such effort includes the ABLATE PAS study, the largest trial of its kind evaluating surgical ablation in treatment of afib, which builds on AtriCure’s FDA trial and aims to support the durability of the company’s Synergy system. The study this month hit its halfway point for patient enrollment and will follow participants for 3 years to assess long-term durability.

The announcement didn’t do much for ATRC shares, which were down 2.2% to $10.89 as of about 1:10 p.m. today.