Expect Advertising, Inc. eBooklet

Lost in the crowd?

e pect tostandout!x www.expectad.com

STAND OUT FROM THE CROWDExpect Advertising, Inc. is a full-service healthcaremarketing communications company committedto helping your brand stand out from the crowdby unleashing the power of innovative positioning,bold creative and integrated media.

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

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Science

Strategy Creative

Expect Philosophy

Expect Advertising, Inc is an award winning, full-servicehealthcare advertising agency committed to helpingyour brand stand out from the crowd by unleashing

the power of innovative positioning, bold creative andintegrated media.

Our team has decades of collective industry and agencyexperience to successfully fulfill your brand building needs.We are not hampered by big agency bureaucracy, so wecan focus on you — promptly and cost efficiently. Whateveryou bring to us — a product launch, rebranding or maximizingprofits from an existing brand, Expect Advertising willadd value to your business and deliver a higher returnon your investment.

We believe a brand is built by developing memorable ideasthat stand out. The Expect team methodically combinesbusiness strategy, creative and 360º branding to generatecustomer interest and inspire mindset change. We transformawareness into interest and desire into action.

OUR MISSION IS TO HELP YOU MAXIMIZE YOUR BRAND POTENTIAL!

Advertising and Promotion

Branding and Identity

Business Development

Collaterals

Consumer Advertising and Promotion

Direct Marketing

Hospitals and GPO Marketing

Interactive Services

KOL Marketing

Loyalty Marketing

Managed Care Marketing

Market Research

Media Planning

Medical Education

Multimedia Marketing

Patient Education

Publication Planning

Public Relations

Relationship Marketing

Sales Training and Motivation

Search Engine Optimizationand Marketing

Social Media Marketing

Strategic Planning

Trade Show Marketing

Video Production


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Expect Advertising is a full-service healthcare marketing communicationscompany and our services include:

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ies


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Our client list includes:

Amylin Pharmaceuticals, Inc. New York Blood Center

AstraZeneca 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 andDentistry of New Jersey

clien

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BRANDProcrit®

CHALLENGEThe Procrit team wanted to developa DTP campaign to help patientsof anemia taking Procrit.

SOLUTIONExpect Advertising developed aninnovative DTP campaign thatfocused on “Proven Experience,Trusted Results” as a theme.The program included an ad,patient flip chart and a Q&Abrochure. The campaign was veryhighly received by the Procrit team.

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Case Study 1

Procrit Campaign

Patient Flip Chart

Journal Ad

Patient FAQ Brochure


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Case Study 2

Trade Show Marketing

case

studi

es BRANDCordis Endovascular

CHALLENGETo increase traffic to theCordis trade show booth.

SOLUTION

Expect Advertising, Inc. developedthe “Cordis Football Challenge”that coincided with the NFL Super Bowlevent. The physicians received a freefootball premium and a Cordis StatSheet for participating and visitingthe booth.

The second campaign was theCordis “Text to Win” program.Physicians responded to textmessages and received prizesfor answering trivia questions.

Both campaigns were very wellreceived and resulted in increasedtraffic to the Cordis booth.

Cordis Football ChallengeTradeshow Flyer

Cordis Stat Sheet attachedto Premium Give-Away

Cordis Text to WinTradeshow Poster

Cordis Text to WinTradeshow Flyer


BRANDHistofreezer® Portable Cryosurgical System

CHALLENGEHistofreezer is a mature brand that wasexperiencing brand fatigue and veryaggressive competition. OraSure approachedExpect Advertising to develop ideas that couldrejuvenate the brand and help to increasemarket share.

SOLUTIONAfter extensive research and analysis,Expect Advertising finessed the productpositioning, fine-tuned its customer targetingand developed a character marketingcampaign featuring a cool penguin. Thecampaign was entitled “A cool way to treatwarts and lesions” and was rolled out throughthe Internet (histofreezer.com, facebook,twitter, eBlasts and google ads), printcollateral, direct marketing, telesales andtrade show media. The marketing programhelped to increase market share by 4.5%.

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Case Study 3

Campaign Refresh

case

studi

es Journal Ad

“A Cool Way” Sales Aid

Website


PRODUCTBucindolol

CHALLENGEDevelop brand name, logo and other brandingelements for Astra Merck / Intercardia’s Bucindolol.

SOLUTIONExpect Advertising conducted extensive research,analysis and focus group meetings with the targetaudience to develop several brand name optionsand arrived with the final brand name of Bextra.

The first letter “B” stood for the beta-blockade aspectof the product and “EXTRA” represented the addedproperties of Bucindolol over the competition.

The brand name was later sold to Pfizer.

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Case Study 4

Branding Development

case

studi

es Research product andbackground information

BRAND NAMING PROCESS

Develop easy-to-rememberbrand names

Incorporate the learningfrom testing results

Retest the final set of names

Research, trademarksearch and testing for

+ve and -ve connotations

Final Name


OBJECTIVESales Force Motivation

CHALLENGETo increase new patient enrollmentsin the SYMLIN Support Program.

SOLUTIONExpect Advertising and Amylin launchedthe SYMLIN Support Program Contest,a motivational program that awarded thereps with highest number of new patientenrollments with awards and prizes.The program included a custom website,eBrochure, eBlasts and impressive prizes.Reps were able to interact online, share theirsuccess stories and claim their prizes at theend of the contest.

The program was highly successful andAmylin asked Expect Advertising to developtwo more motivational programs for thesales force and marketing teams called:SYMLIN Summer Surge Programand Byetta by Your Side Program.

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Case Study 5

Sales ForceMotivation Program

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Sales Force Motivation Website and Brochure


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Case Study 6

Campaign Refresh

case

studi

esAtacand “Strength And Protection” Marketing Campaign

BRANDAtacand

CHALLENGEIn a saturated and ultra-competitive marketplace,Atacand had a datedpromotional campaign.Primary and secondaryresearch showed that thetwo issues most importantto the target audience were:effective blood pressure controland cardioprotection.

SOLUTIONExpect Advertising developed a catchy“Strength and Protection” marketingcampaign to emphasize Atacand’s coreattributes and differentiate it from thecompetition. The concept was very wellreceived for its creativity and memorability.


BRANDIV Busulfex

CHALLENGEThe survey results showed lingeringquestions and concerns amongst thetarget audience about dosing andadministration of IV Busulfex.

SOLUTIONExpect Advertising developedan in-service video programand highlight brochure featuringleading KOLs from the transplantspecialty field. The video includedreal-life demonstrations, case studiesand a Q&A session.

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Case Study 7

Professional Education

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IV Busulfex In-Service Video Program and Highlight Brochure


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case

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es BRANDPhysio Heart Valve Ring

CHALLENGEEdwards Lifesciences’ sales forcecomplained that their Physiopromotional campaign was datedand the brand was being challengedby a competitor claiming their ringwas more advanced and economical.Edwards wanted to refresh the oldPhysio Ring promotional campaign,but there was no new clinical data.

SOLUTIONExpect Advertising repurposed theexisting clinical data and developedan innovative “Physio Gold Standard”campaign. The program highlightedPhysio’s time-tested clinical data,high market share and surgeon’spreferred choice. The program was verywell received by the target audience andPhysio increased its market share by 6%.

“Gold Standard” Journal Ad

“Gold Standard” Sales Aid

Case Study 8

Campaign Refresh


case

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esPhysician Website

www.medroxy.com

Mouse Pad Physician Premium

Direct Mail — 2 Waves

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BRANDSicor Medroxyprogesterone

CHALLENGESicor Pharmaceuticals, primarilyan oncology company with noexperience in women’s health,planned to launch a specialtyinjectable contraceptive product.

SOLUTIONExpect Advertising conductedextensive market research tounderstand the needs of, andto identify key issues facinggynecologists in the contraceptionmarket. Based on our research,we developed a value-pricedcampaign strategy targeting lowerincome patients. The 360º brandingplan included an ad campaign, salescollateral, direct mailings, tradeshows and an internet presence.The value-pricing combined with amemorable creative, helped Medroxyto stand out in the marketplace andachieve rapid success.

Patient Education Brochure

Journal Ad

Case Study 9

New Product Launch


BRANDEdwards Lifesciences Heart Valve Repair Rings

CHALLENGETraditionally, cardiothoracic surgeons have treated the leftside of heart for valvular repair, whereas the right side valvegenerally went untreated.

Edwards wanted to develop a sales brochure to motivatecardiothoracic surgeons to treat the right side heart valveas well.

SOLUTIONExpect Advertising developed the “Whole Heart”campaign that highlighted the ACC/AHA Valvular Guidelines.The guidelines stronglysuggested close monitoringof the right side valve whenperforming the left side valvularrepair. The campaign resonatedvery well with the targetaudience and helped toincrease sales of right sidevalvular repair products.

“Whole Heart” Journal Ad

e pect tostandout!x“Whole Heart” Sales Aid

Case Study 10

Portfolio Marketing

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case

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esBRANDNew York Blood Center (NYBC) Cord Blood Services

CHALLENGENYBC wanted to raise awareness of cord blood services.

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

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

Case Study 11

Launch Campaign


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trad

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ws TRADE SHOW MARKETING

Expect Advertising designs anddevelops custom trade show booths,portable displays and interactive toolsto attract your target audience to thebooth and engage them with appealingcreative and interactive media.


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Physician Chart

Vertebrae Anatomical ModelDiabetes Anatomical Model

MEDICALLY RELEVANT PREMIUMS

Expect Advertising designs and develops custom madeanatomical models, charts and electronic devices toeducate patients about disease, treatment and adherenceto medical regimen.

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


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WHY EXPECT ADVERTISING?

� Highly experienced team

� Innovative positioning and creative ideas to stand out

� 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 byunleashing the power of innovative positioning, bold creative and integrated media.

We deliver high-quality communications and marketing services in a timely andcost-efficient manner.

Our team has a proven record of success with both industry-side and agency-sideexperience.

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 maximizingprofits from an existing brand, Expect Advertising can boost the impact of yourfranchise 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!

why

us?


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Sandra Allen-Bard, NP, AOCNP, ANCC, Medical Consultant

Margaret Florio, Strategic Planning and Market Research

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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testim

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ls “Expect Advertising has been a valuable resource with theirexcellent creative ideas. They took the time to understandour issues, get a sense of the environment in which wecompete, and craft some powerfully creative materials.Expect team members have provided excellent clientservice — they are there when you need them and theyalways deliver on time.”

Mitchell Fink, VP Marketing, New York Blood Center

“Expect Advertising is a great partner to have on yourteam. They impressed me so much with their effortsin making sure they knew our business and especiallyour customers. They did all the work before their firstcapabilities presentation. It was that effort that led meto work with them and I was never disappointed.The creativity and service was impeccable.”

Lisa Ippoliti, Director of Marketing, Cordis

“Expect Advertising worked with Baxter on severalprograms and their strategic ideas, program execution,attention-to-detail and the overall desire to go aboveand beyond was remarkable. I would give them myhighest recommendation.”

Priya Jambhekar, Director of Regulatory, Baxter Healthcare

“An excellent performance — and congratulationsfor conceiving, developing and executing an adcampaign on such short notice.”

Art LeBlanc, President, Sicor Pharmaceuticals

“Expect Advertising worked on Baxter Anesthesiaand Critical Care‘s Brevibloc Marketing initiatives.I found Expect Advertising to have very highprofessional standards.”

Christopher Mosso, Director of Marketing, Baxter Healthcare

“People at Expect Advertising are strong strategic thinkers.With very solid attention to detail, they ensure that thework gets done correctly and quickly.”

Shawn O'Brien, Vice President of Marketing, AstraZeneca

“Expect Advertising has a stellar team of individuals whowork quickly and efficiently to deliver projects that are ontime, on budget, and on strategy. They don't skimp on thecreative and know how important execution is to theclient. I highly recommend Expect Advertising.”

Michael J. Quattro, Amylin Pharmaceuticals, Inc.

“Expect Advertising is a scientifically versatile marketingand advertising partner. They have a unique ability torapidly understand, translate (to a business opportunity)the value of emerging scientific data and can quicklyformulate plans for immediate and viable execution.”

Jaisim Shah, PDL BioPharma

“Expect Advertising worked with us on a campaignfor a cardiovascular pharmaceutical. Their work wasvery eye-catching and of high quality. They broughttogether a solid group of external experts and creatededucational programs that our customers appreciated.We were recognized by an industry trade group forthe work Expect Advertising did for us. This was theultimate compliment.”

Raul Trillo, VP Strategic Marketing, Baxter Healthcare

“Expect Advertising possesses a unique ability to graspthe complexity of the pharmaceutical and biotechbusiness, and brings to the table well-rounded strategicinput and creative solutions. Expect Advertising isa true business partner.”

Danhui Wang, Global Commercial Leader, J&J

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EXPECT ADVERT IS ING • 10 3 3 ROUTE 46 • CL I F TON , NEW JERSEY 07013 • ( 9 7 3 ) 7 7 7- 8 8 8 6 • [email protected]

Call Ravi Sachdev at (973) 777-8886 Ext. 101

or email: [email protected]

www.expectad.com

Documents

Expect Advertising, Inc. eBooklet