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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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abou
tus
IDEA
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
E X P E C T A D V E R T I S I N G , I N C .
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Expect Advertising is a full-service healthcare marketing communicationscompany and our services include:
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ies
E X P E C T A D V E R T I S I N G , I N C .
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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
ts
E X P E C T A D V E R T I S I N G , I N C .
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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.
case
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Case Study 1
Procrit Campaign
Patient Flip Chart
Journal Ad
Patient FAQ Brochure
E X P E C T A D V E R T I S I N G , I N C .
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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
E X P E C T A D V E R T I S I N G , I N C .
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
E X P E C T A D V E R T I S I N G , I N C .
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
E X P E C T A D V E R T I S I N G , I N C .
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
E X P E C T A D V E R T I S I N G , I N C .
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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.
E X P E C T A D V E R T I S I N G , I N C .
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
case
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IV Busulfex In-Service Video Program and Highlight Brochure
E X P E C T A D V E R T I S I N G , I N C .
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case
studi
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
E X P E C T A D V E R T I S I N G , I N C .
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
E X P E C T A D V E R T I S I N G , I N C .
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
case
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es
E X P E C T A D V E R T I S I N G , I N C .
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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
E X P E C T A D V E R T I S I N G , I N C .
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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.
E X P E C T A D V E R T I S I N G , I N C .
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prem
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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.
E X P E C T A D V E R T I S I N G , I N C .
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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?
E X P E C T A D V E R T I S I N G , I N C .
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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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E X P E C T A D V E R T I S I N G , I N C .
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