Expect Advertising, Inc. eBooklet

Lost in the crowd?

STAND OUT FROM THE CROWD
Expect Advertising, Inc. is a full-service healthcare
marketing communications company committed
to helping your brand stand out from the crowd
by unleashing the power of innovative positioning,
bold creative and integrated media.

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e pect to stand out! www.expectad.com

E X P E C T A D V E R T I S I N G , I N C .

OUR MISSION IS TO HELP YOU MAXIMIZE YOUR BRAND POTENTIAL!

xpect Advertising, Inc is an award winning, full-service

about us E healthcare advertising agency committed to helping
your brand stand out from the crowd by unleashing
the power of innovative positioning, bold creative and
integrated media. Science
Our team has decades of collective industry and agency
experience to successfully fulfill your brand building needs.
We are not hampered by big agency bureaucracy, so we
can focus on you — promptly and cost efficiently. Whatever IDEA
you bring to us — a product launch, rebranding or maximizing
profits from an existing brand, Expect Advertising will
add value to your business and deliver a higher return Strategy Creative
on your investment. Expect Philosophy

We believe a brand is built by developing memorable ideas
that stand out. The Expect team methodically combines
business strategy, creative and 360º branding to generate
customer interest and inspire mindset change. We transform
awareness into interest and desire into action.

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e pect to stand out!


capabilities
Expect Advertising is a full-service healthcare marketing communications
company and our services include:

Advertising and Promotion Medical Education
Branding and Identity Multimedia Marketing
Business Development Patient Education
Collaterals Publication Planning
Consumer Advertising and Promotion Public Relations
Direct Marketing Relationship Marketing
Hospitals and GPO Marketing Sales Training and Motivation
Interactive Services Search Engine Optimization
KOL Marketing and Marketing

Loyalty Marketing Social Media Marketing

Managed Care Marketing Strategic Planning

Market Research Trade Show Marketing

Media Planning Video Production

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Our client list includes:

clients Amylin Pharmaceuticals, Inc.
AstraZeneca
New York Blood Center
Nexus Pharmaceutical, Inc.
Baxter OraSure Technologies, Inc.
B. Braun Medical Otsuka Pharmaceutical
Bristol-Myers Squibb Pfizer
Centocor Ortho Biotech Rules-Based Medicine
Cordis Endovascular Saiom Technologies
Diagnostic Centers of America Sicor Pharmaceuticals
Edwards Lifesciences Takeda Pharmaceutical
Johnson & Johnson University of Medicine and
Dentistry of New Jersey

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Case Study 1 E X P E C T A D V E R T I S I N G , I N C .
Procrit Campaign

Patient Flip Chart

case studies
BRAND
Procrit®

CHALLENGE
The Procrit team wanted to develop
a DTP campaign to help patients
of anemia taking Procrit.

SOLUTION
Expect Advertising developed an
innovative DTP campaign that
focused on “Proven Experience,
Trusted Results” as a theme.
The program included an ad,
patient flip chart and a Q&A
brochure. The campaign was very
highly received by the Procrit team.

Patient FAQ Brochure

Journal Ad

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Trade Show Marketing

BRAND

case studies
Cordis Endovascular

CHALLENGE
To increase traffic to the
Cordis trade show booth.

SOLUTION
Cordis Football Challenge
Expect Advertising, Inc. developed Tradeshow Flyer

the “Cordis Football Challenge”
that coincided with the NFL Super Bowl
event. The physicians received a free
Cordis Stat Sheet attached
football premium and a Cordis Stat to Premium Give-Away

Sheet for participating and visiting
the booth.
The second campaign was the
Cordis “Text to Win” program.
Physicians responded to text
messages and received prizes
for answering trivia questions.
Both campaigns were very well
Cordis Text to Win Cordis Text to Win
received and resulted in increased Tradeshow Poster Tradeshow Flyer

traffic to the Cordis booth.

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Campaign Refresh

BRAND

case studies
Histofreezer® Portable Cryosurgical System
Journal Ad

CHALLENGE
Histofreezer is a mature brand that was
experiencing brand fatigue and very
aggressive competition. OraSure approached
Expect Advertising to develop ideas that could
rejuvenate the brand and help to increase
market share.
Website
SOLUTION
After extensive research and analysis,
Expect Advertising finessed the product
positioning, fine-tuned its customer targeting
and developed a character marketing
campaign featuring a cool penguin. The
campaign was entitled “A cool way to treat
warts and lesions” and was rolled out through
the Internet (histofreezer.com, facebook,
twitter, eBlasts and google ads), print
collateral, direct marketing, telesales and
trade show media. The marketing program “A Cool Way” Sales Aid
helped to increase market share by 4.5%.

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Branding Development

BRAND NAMING PROCESS

case studies
PRODUCT
Bucindolol
Research product and
background information
CHALLENGE
Develop brand name, logo and other branding
elements for Astra Merck / Intercardia’s Bucindolol.
Develop easy-to-remember
brand names
SOLUTION
Expect Advertising conducted extensive research,
analysis and focus group meetings with the target
Research, trademark
audience to develop several brand name options search and testing for
and arrived with the final brand name of Bextra. +ve and -ve connotations
The first letter “B” stood for the beta-blockade aspect
of the product and “EXTRA” represented the added
Incorporate the learning
properties of Bucindolol over the competition.
from testing results
The brand name was later sold to Pfizer.

Retest the final set of names

Final Name

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Sales Force
Motivation Program
OBJECTIVE

case studies
Sales Force Motivation

CHALLENGE
To increase new patient enrollments
in the SYMLIN Support Program.

SOLUTION
Expect Advertising and Amylin launched
the SYMLIN Support Program Contest,
a motivational program that awarded the
reps with highest number of new patient
enrollments with awards and prizes.
The program included a custom website,
eBrochure, eBlasts and impressive prizes.
Reps were able to interact online, share their
success stories and claim their prizes at the
end of the contest.
The program was highly successful and
Amylin asked Expect Advertising to develop
two more motivational programs for the
sales force and marketing teams called:
SYMLIN Summer Surge Program Sales Force Motivation Website and Brochure

and Byetta by Your Side Program.

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Campaign Refresh

BRAND

case studies
Atacand

CHALLENGE
In a saturated and ultra-
competitive marketplace,
Atacand had a dated
promotional campaign.
Primary and secondary
research showed that the
two issues most important
to the target audience were:
effective blood pressure control
and cardioprotection.

SOLUTION Atacand “Strength And Protection” Marketing Campaign

Expect Advertising developed a catchy
“Strength and Protection” marketing
campaign to emphasize Atacand’s core
attributes and differentiate it from the
competition. The concept was very well
received for its creativity and memorability.

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Professional Education

BRAND

case studies
IV Busulfex

CHALLENGE
The survey results showed lingering
questions and concerns amongst the
target audience about dosing and
administration of IV Busulfex.

SOLUTION
Expect Advertising developed
an in-service video program
and highlight brochure featuring
leading KOLs from the transplant
specialty field. The video included
real-life demonstrations, case studies
and a Q&A session.

IV Busulfex In-Service Video Program and Highlight Brochure

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Campaign Refresh

BRAND

case studies
Physio Heart Valve Ring

CHALLENGE
Edwards Lifesciences’ sales force
complained that their Physio
promotional campaign was dated
and the brand was being challenged
by a competitor claiming their ring
was more advanced and economical.
Edwards wanted to refresh the old
Physio Ring promotional campaign,
“Gold Standard” Journal Ad
but there was no new clinical data.

SOLUTION
Expect Advertising repurposed the
existing clinical data and developed
an innovative “Physio Gold Standard”
campaign. The program highlighted
Physio’s time-tested clinical data,
high market share and surgeon’s
preferred choice. The program was very
well received by the target audience and
Physio increased its market share by 6%. “Gold Standard” Sales Aid

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New Product Launch
BRAND
Sicor Medroxyprogesterone

case studies
CHALLENGE
Sicor Pharmaceuticals, primarily
an oncology company with no
experience in women’s health, Physician Website
www.medroxy.com
planned to launch a specialty
injectable contraceptive product.

SOLUTION
Expect Advertising conducted
extensive market research to
understand the needs of, and
to identify key issues facing
gynecologists in the contraception Journal Ad Mouse Pad Physician Premium

market. Based on our research,
we developed a value-priced
campaign strategy targeting lower
income patients. The 360º branding
plan included an ad campaign, sales
collateral, direct mailings, trade
shows and an internet presence.
The value-pricing combined with a
memorable creative, helped Medroxy
Patient Education Brochure
to stand out in the marketplace and Direct Mail — 2 Waves
achieve rapid success.

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Portfolio Marketing

BRAND

case studies
Edwards Lifesciences Heart Valve Repair Rings

CHALLENGE
Traditionally, cardiothoracic surgeons have treated the left
side of heart for valvular repair, whereas the right side valve
generally went untreated.
Edwards wanted to develop a sales brochure to motivate
cardiothoracic surgeons to treat the right side heart valve
as well.

SOLUTION
Expect Advertising developed the “Whole Heart” “Whole Heart” Journal Ad
campaign that highlighted the ACC/AHA Valvular Guidelines.
The guidelines strongly
suggested close monitoring
of the right side valve when
performing the left side valvular
repair. The campaign resonated
very well with the target
audience and helped to
increase sales of right side
valvular repair products.

“Whole Heart” Sales Aid

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Launch Campaign

case studies “Leading The Way” “At Your Fingertips” “Diversity”

BRAND
New York Blood Center (NYBC) Cord Blood Services

CHALLENGE
NYBC wanted to raise awareness of cord blood services.

SOLUTION
After careful analysis, Expect Advertising identified three differentiating factors that helped
NYBC to stand out: 1. NYBC is a market leader, 2. NYBC is the only private, searchable cord
blood database available online, and 3. NYBC cord blood is the most diverse database. Based
on the key differentiators, we developed a three-part ad campaign that focused on “Leading
the Way,” “At Your Fingertips” and “Diversity.” The campaign was very well received by the
target audience.

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trade shows
TRADE SHOW MARKETING
Expect Advertising designs and
develops custom trade show booths,
portable displays and interactive tools
to attract your target audience to the
booth and engage them with appealing
creative and interactive media.

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MEDICALLY RELEVANT PREMIUMS

premiums
Expect Advertising designs and develops custom made
anatomical models, charts and electronic devices to
educate patients about disease, treatment and adherence
to medical regimen.

Our medically relevant premiums comply with the new
Pharmaceutical Research and Manufacturers of America
(PhRMA) Guidelines set forth in the new Code on Interactions
with Healthcare Professionals.

Physician Chart

Diabetes Anatomical Model Vertebrae Anatomical Model

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other creative

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WHY EXPECT ADVERTISING?

Highly experienced team
Innovative positioning and creative ideas to stand out

why us? 360º branding for maximum impact
Highly cost-effective
We focus on you
Expect Advertising is committed to helping your brand stand out from the crowd by
unleashing the power of innovative positioning, bold creative and integrated media.
We deliver high-quality communications and marketing services in a timely and
cost-efficient manner.
Our team has a proven record of success with both industry-side and agency-side
experience.
As a boutique agency, we avoid the bureaucracy and can meet your needs promptly,
effectively and with an eye on the bottom line.
Expect adds value. Whether it’s a new product launch, rebranding or maximizing
profits from an existing brand, Expect Advertising can boost the impact of your
franchise and deliver a higher return on your investment.

Expect Advertising, Inc. is ready to hit the ground running.
Please call us to explore how we can help your brand standout!

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Sandra Allen-Bard, NP, AOCNP, ANCC, Medical Consultant
Margaret Florio, Strategic Planning and Market Research

our team Danny Foxx, Multimedia Creative Director
Jean Gardner, Strategic Marketing and Research Consultant
Susan Levant, SVP, Creative Director
Laura Marshall, Strategic Planning and Market Research
John Niziol, MD, Pediatrician, Medical Consultant
Michael O'Laughlin, Strategic Planning and Brand Management
Richard Pierman, Senior Art Director
Edwards Prins, MD, Internist, Medical Consultant
Ravi Sachdev, President
Sarah Sarai, Medical Writer
Fran Simon, Strategic Planning and Market Research
Kamini Shreedhar, MD, Endocrinologist, Medical Consultant
Doug Zelner, Strategic Planning and Managed Care Marketing
Craig Zuckerman, Senior Art Illustrator

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“Expect Advertising has been a valuable resource with their “People at Expect Advertising are strong strategic thinkers.

testimonials
excellent creative ideas. They took the time to understand With very solid attention to detail, they ensure that the
our issues, get a sense of the environment in which we work gets done correctly and quickly.”
compete, and craft some powerfully creative materials.
Shawn O'Brien, Vice President of Marketing, AstraZeneca
Expect team members have provided excellent client
service — they are there when you need them and they
always deliver on time.” “Expect Advertising has a stellar team of individuals who
work quickly and efficiently to deliver projects that are on
Mitchell Fink, VP Marketing, New York Blood Center time, on budget, and on strategy. They don't skimp on the
creative and know how important execution is to the
“Expect Advertising is a great partner to have on your client. I highly recommend Expect Advertising.”
team. They impressed me so much with their efforts
Michael J. Quattro, Amylin Pharmaceuticals, Inc.
in making sure they knew our business and especially
our customers. They did all the work before their first
capabilities presentation. It was that effort that led me “Expect Advertising is a scientifically versatile marketing
to work with them and I was never disappointed. and advertising partner. They have a unique ability to
The creativity and service was impeccable.” rapidly understand, translate (to a business opportunity)
the value of emerging scientific data and can quickly
Lisa Ippoliti, Director of Marketing, Cordis formulate plans for immediate and viable execution.”
Jaisim Shah, PDL BioPharma
“Expect Advertising worked with Baxter on several
programs and their strategic ideas, program execution,
attention-to-detail and the overall desire to go above “Expect Advertising worked with us on a campaign
and beyond was remarkable. I would give them my for a cardiovascular pharmaceutical. Their work was
highest recommendation.” very eye-catching and of high quality. They brought
together a solid group of external experts and created
Priya Jambhekar, Director of Regulatory, Baxter Healthcare educational programs that our customers appreciated.
We were recognized by an industry trade group for
“An excellent performance — and congratulations the work Expect Advertising did for us. This was the
for conceiving, developing and executing an ad ultimate compliment.”
campaign on such short notice.”
Raul Trillo, VP Strategic Marketing, Baxter Healthcare
Art LeBlanc, President, Sicor Pharmaceuticals
“Expect Advertising possesses a unique ability to grasp
“Expect Advertising worked on Baxter Anesthesia the complexity of the pharmaceutical and biotech
and Critical Care‘s Brevibloc Marketing initiatives. business, and brings to the table well-rounded strategic
I found Expect Advertising to have very high input and creative solutions. Expect Advertising is
professional standards.” a true business partner.”
Christopher Mosso, Director of Marketing, Baxter Healthcare Danhui Wang, Global Commercial Leader, JJ

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Call Ravi Sachdev at (973) 777- 8886 Ext. 101
or email: info@expectad.com
www.expectad.com

E X P E C T A D V E R T I S I N G • 1 0 3 3 R O U T E 4 6 • C L I F T O N , N E W J E R S E Y 0 7 0 1 3 • ( 9 7 3 ) 7 7 7 - 8 8 8 6 • I N F O @ E X P E C TA D . C O M

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