Lost in the crowd?




                                          STAND OUT FROM THE CROWD
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           OUR MISSION ...
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capabilities   Expect Advert...
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          Our client list in...
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trade shows
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Expect Advertising2010

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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.

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Expect Advertising2010

  1. 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. x e pect to stand out! www.expectad.com
  2. 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. x e pect to stand out!
  3. 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 x e pect to stand out!
  4. 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 x e pect to stand out!
  5. 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 x e pect to stand out!
  6. 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. x e pect to stand out!
  7. 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 x e pect to stand out!
  8. 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. x e pect to stand out!
  9. 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 x e pect to stand out!
  10. 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 x e pect to stand out!
  11. 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. x e pect to stand out!
  12. 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 x e pect to stand out!
  13. 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. x e pect to stand out!
  14. 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. x e pect to stand out!
  15. 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 x e pect to stand out!
  16. 16. E X P E C T A D V E R T I S I N G , I N C . other creative x e pect to stand out!
  17. 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! x e pect to stand out!
  18. 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 x e pect to stand out!
  19. 19. x e pect to stand out! 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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