Expect Advertising, Inc.

Lost in the crowd?
STAND OUT FROM THE CROWD!
Expect Advertising, Inc. is an award-winning,
full-service, 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.

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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 a full-service, healthcare

about us E 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
We specialize in integrating offline and online marketing
to deliver 360º branding and a higher ROI. Our team has
decades of collective industry and agency experience to
proficiently meet your brand building needs. We are not
impaired by big agency bureaucracy, so we can focus on IDEA
you — promptly and cost efficiently. Whatever you bring
to us — a product launch, rebranding or maximizing profits
from an existing brand, Expect Advertising will add value to Strategy Creative
your business and deliver a higher return on your investment. Expect Philosophy

We believe a brand is built by developing memorable ideas
that help your brand stand out in the crowded marketplace.
The Expect team methodically combines science, strategy
and creative to develop unique ideas that 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 advertising agency and our services include:

Advertising
Branding
Collateral
Multimedia & Video Production
Patient Education Programs
PR Programs
Direct Marketing Publication Planning
eMarketing and eTraining Relationship Marketing
Hospital and GPO Marketing Strategic Planning
KOL Relationship Marketing Trade Show Marketing
Managed Care Marketing Training Programs
Marketing Research Web Design & Development
Medically Relevant Premiums

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Our client list includes:

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

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

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-based 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 ad,
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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Case Study E X P E C T A D V E R T I S I N G , I N C .
Product Launch

case studies
BRAND
Relay Thoracic Stent Graft

CHALLENGE
Direct Mail
Bolton Medical asked Expect
Advertising to develop a complete
launch plan for their new product —
Relay Thoracic Stent Graft.

SOLUTION
Expect Advertising developed
a comprehensive launch plan
that included strategic planning, Website

branding development, journal ad,
sales aid, brand website, web
marketing, animation video, direct
mail, patient education material,
professional training and
Journal Ad
trade-show material. The initial
response is very encouraging.

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Patient Education

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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MIS Promotion

case studies BRAND
Edwards Extended Handle

CHALLENGE
Edwards was facing tough
competition from upstart
competitors in the MIS market.

SOLUTION
Expect Advertising developed a
new message platform with an
innovative creative to differentiate
Edwards from the competition. The
campaign was rolled out through a
sales aid, journal ad, website and
eblast. The campaign was very well MIS Sales Sheet
received by the target audience.

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KOL Marketing

case studies
ARRHYTHMIC & ISCHEMIC
EMERGENCIES “MEETING OF
THE MINDS” SYMPOSIA
Baxter wanted to educate its target
audience about the effective treatment
of atrial fibrillation. The Expect Group
developed an innovative educational
program that included live symposia
and web training targeted towards
cardiologists, anesthesiologists and
emergency physicians. The program
Monograph Meeting Information/Registration
was based on the “Meeting of the WebSite
Minds” concept wherein the top key
opinion leaders cross-trained and
educated the three different specialties.

The educational program was highly
successful and Baxter followed up with
a print monograph and web symposia
targeted to the physicians who were
unable to attend the live meetings.

Physician Direct Mail Invitation

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Campaign Refresh

case studies
BRAND
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

a catchy “STRENGTH and
PROTECTION” marketing
campaign to emphasize Atacand’s core attributes
and differentiate it from the competition. The campaign
was very well received for its creativity and memorability.

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Sales Force Motivation

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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Professional Education

case studies
BRAND
IV Busulfex

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

SOLUTION
an in-service video program
and highlight brochure. The program
was led by 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
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 comprehensive
360º branding plan that included
an ad campaign, sales collateral,
direct mailings, trade show displays
and a website. The 360º branding
plan, combined with an attractive
creative, helped Medroxy to stand
out in the marketplace and achieve
Patient Education Brochure
rapid success. Direct Mail — 2 Waves

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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 the target audience to your
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.

Vertebrae Model Diabetes Model

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other creative

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why us? WHY EXPECT ADVERTISING?

Innovative ideas to stand out
Highly experienced team
360º branding for maximum impact
Highly cost-efficient
We focus on you

Whether it's a new product launch, rebranding or maximizing
profits from an existing brand, Expect Advertising can add value
to your franchise and deliver a higher ROI.

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“Expect Advertising has been a valuable resource with their “Expect Advertising has a stellar team of individuals who

testimonials
excellent creative ideas. Expect team members have work quickly and efficiently to deliver projects that are on
provided excellent client service — they are there when time, on budget, and on strategy. They don't skimp on the
you need them and they always deliver on time. ” creative and know how important execution is to the
client. I highly recommend Expect Advertising. ”
Mitchell Fink, VP Marketing, New York Blood Center
Michael J. Quattro, Amylin Pharmaceuticals, Inc.
“Expect Advertising is a great partner to have on your team.
They impressed me so much with their efforts in making “Expect Advertising is a scientifically versatile marketing
sure they knew our business and especially our customers. 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. ”

“Expect Advertising worked with Baxter on several Jaisim Shah, PDL BioPharma
programs and their strategic ideas, program execution,
attention-to-detail and the overall desire to go above “Expect Advertising work was very eye-catching and of high
and beyond was remarkable. I would give them my quality. They brought together a solid group of external
highest recommendation. ” experts and created educational programs that our
customers appreciated. We were recognized by an industry
Priya Jambhekar, Director of Regulatory, Baxter Healthcare trade group for the work Expect Advertising did for us. This
was the ultimate compliment. ”
“An excellent performance — and congratulations
for conceiving, developing and executing an ad Raul Trillo, VP Strategic Marketing, Baxter Healthcare
campaign on such short notice.”
“Expect Advertising possesses a unique ability to grasp
Art LeBlanc, President, Sicor Pharmaceuticals the complexity of the pharmaceutical and biotech
business, and brings to the table well-rounded strategic
“Expect Advertising worked on Brevibloc Marketing input and creative solutions. Expect Advertising is
initiatives. I found Expect Advertising to have very high a true business partner.
”
professional standards. ”
Danhui Wang, Global Commercial Leader, JJ
Christopher Mosso, Director of Marketing, Baxter Healthcare
“Expect Advertising did a great job in developing the
“People at Expect Advertising are strong strategic thinkers. message platform, innovative creative and 360º branding
With very solid attention to detail, they ensure that the campaign for the Relay launch. Their hard work and
work gets done correctly and quickly. ” attention to detail was exemplary.”
Shawn O'Brien, Vice President of Marketing, AstraZeneca Candace Deleonardis, Director of Marketing, Bolton Medical

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Call Susan Levant at (973) 777 - 8886 Ext. 102
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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