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Expect Advertising, Inc. eBooklet


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Expect Advertising, Inc. is an award winning, full-service healthcare ad agency committed to helping your brand stand out from the crowd by unleashing the power of innovative positioning, bold creative and integrated 360 degree branding. Visit for more information.

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Expect Advertising, Inc. eBooklet

  1. 1. 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.xe pect to stand out!
  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 an award winning, full-serviceabout 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. 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 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 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 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 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 .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 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 .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. 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 .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 (, 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%. 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 .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 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 . Sales ForceMotivation 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. 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 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. 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 .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 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 .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 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 .New Product Launch BRAND Sicor Medroxyprogesterone case studies CHALLENGE Sicor Pharmaceuticals, primarily an oncology company with no experience in women’s health, Physician Website 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. x e pect to stand out!
  14. 14. Case Study 10 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!
  15. 15. Case Study 11 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!
  16. 16. 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!
  17. 17. E X P E C T A D V E R T I S I N G , I N C . MEDICALLY RELEVANT PREMIUMSpremiums 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 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 .other creative x e pect to stand out!
  19. 19. 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 to stand outwhy 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! x e pect to stand out!
  20. 20. E X P E C T A D V E R T I S I N G , I N C . Sandra Allen-Bard, NP, AOCNP, ANCC, Medical Consultant Margaret Florio, Strategic Planning and Market Researchour 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 OLaughlin, 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 x e pect to stand out!
  21. 21. 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 OBrien, 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 dont 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!
  22. 22. x e pect to stand out! Call Ravi Sachdev at (973) 777- 8886 Ext. 101 or email: www.expectad.comE 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