Lost in the crowd?

e pect to stand out!x www.expectad.com

STAND OUT FROM THE CROWD!Expect Advertising, Inc. is an award-winning,full-service, healthcare advertising agencycommitted to helping your brand stand out from the crowd by 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 a full-service, healthcareadvertising agency committed to helping your brandstand out from the crowd by unleashing the power of

innovative positioning, bold creative and integrated media.

We specialize in integrating offline and online marketing to deliver 360º branding and a higher ROI. Our team hasdecades of collective industry and agency experience toproficiently meet your brand building needs. We are notimpaired by big agency bureaucracy, so we can focus on you — promptly and cost efficiently. Whatever you bring to us — a product launch, rebranding or maximizing profitsfrom an existing brand, Expect Advertising will add value toyour business and deliver a higher return on your investment.

We believe a brand is built by developing memorable ideasthat help your brand stand out in the crowded marketplace.The Expect team methodically combines science, strategy and creative to develop unique ideas that generate customerinterest and inspire mindset change. We transform awarenessinto interest and desire into action.

OUR MISSION IS TO HELP YOU MAXIMIZE YOUR BRAND POTENTIAL!

IDEA

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 advertising agency and our services include:

Advertising Multimedia & Video Production

Branding 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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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 OraSure Technologies, Inc.

Baxter Otsuka Pharmaceutical

B. Braun Medical Pfizer

Bolton Medical Rules-Based Medicine

Bristol-Myers Squibb Sicor Pharmaceuticals

Cordis Endovascular Sun Pharmaceutical

Diagnostic Centers of America Takeda Pharmaceutical

Edwards Lifesciences University of Medicine and

Johnson & Johnson Dentistry of New Jersey

... and more

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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

Campaign Refresh

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-based 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), print ad,collateral, direct marketing, telesales and trade show media. The marketing programhelped to increase market share by 4.5%.

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 .

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case

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es BRANDRelay Thoracic Stent Graft

CHALLENGEBolton Medical asked ExpectAdvertising to develop a completelaunch plan for their new product —Relay Thoracic Stent Graft.

SOLUTIONExpect Advertising developed a comprehensive launch plan that included strategic planning,branding development, journal ad,sales aid, brand website, webmarketing, animation video, directmail, patient education material,professional training and trade-show material. The initialresponse is very encouraging.

Case Study

Product Launch

Journal Ad

Website

Direct Mail

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

Patient Education

BRANDProcrit®

CHALLENGEThe Procrit team wanted to develop a DTP campaign to help patients of 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.

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

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es BRANDEdwards Extended Handle

CHALLENGEEdwards was facing toughcompetition from upstartcompetitors in the MIS market.

SOLUTIONExpect Advertising developed anew message platform with aninnovative creative to differentiateEdwards from the competition. Thecampaign was rolled out through asales aid, journal ad, website andeblast. The campaign was very wellreceived by the target audience.

Case Study

MIS Promotion

MIS Sales Sheet

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

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ARRHYTHMIC & ISCHEMIC EMERGENCIES “MEETING OF THE MINDS” SYMPOSIABaxter wanted to educate its targetaudience about the effective treatmentof atrial fibrillation. The Expect Groupdeveloped an innovative educationalprogram that included live symposiaand web training targeted towardscardiologists, anesthesiologists andemergency physicians. The programwas based on the “Meeting of theMinds” concept wherein the top keyopinion leaders cross-trained andeducated the three different specialties.

The educational program was highlysuccessful and Baxter followed up witha print monograph and web symposiatargeted to the physicians who wereunable to attend the live meetings. ca

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Monograph Meeting Information/RegistrationWebSite

Physician Direct Mail Invitation

Case Study

KOL Marketing

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BRANDAtacand

CHALLENGEIn a saturated and ultra-competitive marketplace,Atacand had a datedpromotional campaign. Primary and secondaryresearch showed that the twoissues most important to thetarget audience were: effectiveblood pressure control andcardioprotection.

SOLUTIONExpect Advertising developed a catchy “STRENGTH andPROTECTION” marketingcampaign 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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Atacand “Strength And Protection” Marketing Campaign

Case Study

Campaign Refresh

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

Sales Force Motivation

case

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es OBJECTIVESales Force Motivation

CHALLENGETo increase new patient enrollmentsin the SYMLIN Support Program.

SOLUTIONExpect Advertising and Amylin launched the SYMLIN Support Program Contest, a motivational program that awarded the reps 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 the sales force and marketing teams called: SYMLIN Summer Surge Program and Byetta by Your Side 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 .

BRANDIV Busulfex

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

SOLUTIONExpect Advertising developed an in-service video program and highlight brochure. The programwas led by leading KOLs from thetransplant specialty field. The videoincluded real-life demonstrations,case studies and a Q&A session.

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Case Study

Professional Education

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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 Study

Campaign Refresh

Physician Websitewww.medroxy.com

Mouse Pad Physician Premium

Direct Mail — 2 Waves

BRANDSicor Medroxyprogesterone

CHALLENGE Sicor Pharmaceuticals, primarily an oncology company with noexperience in women’s health, planned to launch a specialtyinjectable contraceptive product.

SOLUTION Expect Advertising conductedextensive market research tounderstand the needs of, and to identify key issues facinggynecologists in the contraceptionmarket. Based on our research, we developed a comprehensive 360º branding plan that included an ad campaign, sales collateral,direct mailings, trade show displaysand a website. The 360º brandingplan, combined with an attractivecreative, helped Medroxy to stand out in the marketplace and achieverapid success.

Patient Education Brochure

Journal Ad

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 left side 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 valve as well.

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

“Whole Heart” Journal Ad

e pect to stand out!x“Whole Heart” Sales Aid

Case Study

Portfolio Marketing

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esBRAND 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 blooddatabase 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.

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

Case Study

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 the target audience to yourbooth 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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Vertebrae Model Diabetes Model

MEDICALLY RELEVANT PREMIUMS

Expect Advertising designs and develops custom made anatomical models, charts and electronicdevices to educate patients about disease, treatment and adherence to medical regimen.

Our medically relevant premiums comply with the new Pharmaceutical Research andManufacturers of America (PhRMA) Guidelines set forth in the new Code on Interactions with Healthcare Professionals.

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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?

� Innovative ideas to stand out

� Highly experienced team

� 360º branding for maximum impact

� Highly cost-efficient

� We focus on you

Whether it's a new product launch, rebranding or maximizing profits from an existing brand, Expect Advertising can add value

to your franchise and deliver a higher ROI.why

us?

e pect to stand out!x

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

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ls “Expect Advertising has been a valuable resource with theirexcellent creative ideas. Expect team members haveprovided excellent client service — they are there whenyou need them and they always deliver on time.”

Mitchell Fink, VP Marketing, New York Blood Center

“Expect Advertising is a great partner to have on your team.They impressed me so much with their efforts in makingsure they knew our business and especially our customers.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 above and beyond was remarkable. I would give them myhighest recommendation.”

Priya Jambhekar, Director of Regulatory, Baxter Healthcare

“An excellent performance — and congratulations for conceiving, developing and executing an ad campaign on such short notice.”

Art LeBlanc, President, Sicor Pharmaceuticals

“Expect Advertising worked on Brevibloc Marketinginitiatives. I found Expect Advertising to have very high professional 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 work was very eye-catching and of highquality. They brought together a solid group of externalexperts and created educational programs that ourcustomers appreciated. We were recognized by an industrytrade group for the work Expect Advertising did for us. Thiswas the ultimate compliment.”

Raul Trillo, VP Strategic Marketing, Baxter Healthcare

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

Danhui Wang, Global Commercial Leader, J&J

“Expect Advertising did a great job in developing themessage platform, innovative creative and 360º brandingcampaign for the Relay launch. Their hard work andattention to detail was exemplary.”

Candace Deleonardis, Director of Marketing, Bolton Medical

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Call Susan Levant at (973) 777-8886 Ext. 102

or email: info@expectad.com

www.expectad.com