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

1. Lost in the crowd?
STAND OUT FROM THE CROWD
Expect Advertising, Inc. is a full-service
healthcare marketing communications
company committed to making your brand
stand out from the crowd by unleashing
the power of innovative positioning, bold
ingenuity and integrated media.
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e pect to stand out! www.expectad.com

2. 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 marketing communications company committed
to making your brand stand out from the crowd
by unleashing the power of innovative positioning, bold
ingenuity and integrated media. Science
Our team has over twenty years of industry and agency
experience to expertly meet your brand building needs.
We are not hampered by big agency bureaucracy, so we
can focus on you — promptly and cost efficiently. IDEA
Whatever 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 Strategy Creative
a higher return 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 360-degree branding to
generate consumer interest and inspire mindset change.
We transform awareness into interest and desire into action.
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3. E X P E C T A D V E R T I S I N G , I N C .
capabilities Expect Advertising is a full-service advertising agency and our services include:
Advertising
Branding
Multimedia & Video Production
Patient Education Programs
Collateral 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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4. E X P E C T A D V E R T I S I N G , I N C .
Our client list includes:
clients Amylin Pharmaceuticals, Inc.
AstraZeneca
New York Blood Center
OraSure Technologies, Inc.
Baxter Otsuka Pharmaceutical
B. Braun Medical Pfizer
Bristol-Myers Squibb Rules-Based Medicine
Cordis Endovascular Sicor Pharmaceuticals
Diagnostic Centers of America Takeda Pharmaceutical
Edwards Lifesciences University of Medicine and
Johnson & Johnson Dentistry of New Jersey
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5. Case Study 1 E X P E C T A D V E R T I S I N G , I N C .
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 positioning of the
product, fine-tuned its customer targeting and
developed a creative polar bear campaign
entitled: “A cool way to treat warts and
lesions.” The integrated campaign is
being rolled out through the Internet
(www.histofreezer.com), print collateral,
direct marketing, telesales and trade show
media. The initial response is very positive.
“A Cool Way” Sales Aid
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6. Case Study 2 E X P E C T A D V E R T I S I N G , I N C .
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 campaign
was very well received for its creativity and memorability.
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7. Case Study 3 E X P E C T A D V E R T I S I N G , I N C .
Direct Marketing
COMPANY
case studies
AstraZeneca
Running Time:
VHS 14 minutes
CHALLENGE
To communicate the JNC VI findings and
JNC VI
G U I D E L I N E S
encourage interaction between the target Impact on Your
Clinical Practice
audience and key opinion leader.
SOLUTION By: Norman M. Kaplan, MD
Professor, Department of Internal Medicine,
The University of Texas Southwestern Medical Center at Dallas
Expect Advertising developed an Moderated by: Ronald G. Victor, MD
Professor, Hypertension Clinic, Department of Internal Medicine
innovative program that included a key The University of Texas Southwestern Medical Center at Dallas
Sponsored by AstraZeneca, makers of:
opinion leader’s video-lecture available ®
(metoprolol succinate)
online. The participants received a value- extended-release tablets
added premium and a medical video. Free Video Mail In Offer
The program was highly successful
and achieved an overwhelming 23%
response rate.
Direct Mail
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8. Case Study 4 E X P E C T A D V E R T I S I N G , I N C .
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 2007 NFL Super
Bowl event in Miami. The physicians
Cordis Stat Sheet attached
received a free football premium and to Premium Give-Away
a Cordis Stat 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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9. Case Study 5 E X P E C T A D V E R T I S I N G , I N C .
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 led
by the 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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10. Case Study 6 E X P E C T A D V E R T I S I N G , I N C .
Campaign Refresh
BRAND
case studies
Physio Heart Valve Ring
CHALLENGE
Edwards Lifesciences’ sales force
complained that their Physio
promotional campaign was dated.
Edwards wanted to refresh the old
Physio Ring promotional campaign,
but there was no new clinical data.
SOLUTION
“Gold Standard” Journal Ad
Expect Advertising developed the
Physio “Gold Standard” campaign
that highlighted Physio’s time-tested
leadership in clinical data, market
share and surgeon’s preference. The
campaign achieved instant success
and experienced an increased market
share, as well as an overall positive
response from the sales force.
“Gold Standard” Sales Aid
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11. Case Study 7 E X P E C T A D V E R T I S I N G , I N C .
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 an
attractive creative, helped Medroxy
Patient Education Brochure
to stand out in the marketplace and Direct Mail — 2 Waves
achieve rapid success.
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12. Case Study 8 E X P E C T A D V E R T I S I N G , I N C .
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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13. Case Study 9 E X P E C T A D V E R T I S I N G , I N C .
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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14. E X P E C T A D V E R T I S I N G , I N C .
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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15. E X P E C T A D V E R T I S I N G , I N C .
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 Model Vertebrae Model
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16. E X P E C T A D V E R T I S I N G , I N C .
other creative
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17. E X P E C T A D V E R T I S I N G , I N C .
WHY EXPECT ADVERTISING?
Highly experienced team
Innovative positioning and creative ideas that stand out
why us? 360º branding to impact your customers
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 ingenuity and integrated media.
We deliver high-quality communications and marketing services to our clients 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 to 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 make your brand standout!
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18. E X P E C T A D V E R T I S I N G , I N C .
“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 Susan Levant at (973) 777- 8886 Ext. 102
or email: info@expectad.com
www.expectad.com
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