expect advertising2010

Lost in the crowd?

e pect tostandout!x www.expectad.com

STAND OUT FROM THE CROWD

Expect Advertising, Inc. is a full-servicehealthcare marketing communicationscompany committed to making your brandstand out from the crowd by unleashingthe power of innovative positioning, boldingenuity 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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Expect Philosophy

Expect Advertising, Inc is a full-service healthcaremarketing communications company committedto making your brand stand out from the crowd

by unleashing the power of innovative positioning, boldingenuity and integrated media.

Our team has over twenty years of industry and agencyexperience to expertly meet your brand building needs.We are not hampered by big agency bureaucracy, so wecan focus on you — promptly and cost efficiently.Whatever you bring to us — a product launch, rebrandingor maximizing profits from an existing brand, ExpectAdvertising will add value to your business and delivera higher return on your investment.

We believe a brand is built by developing memorable ideasthat stand out. The Expect team methodically combinesbusiness strategy, creative and 360-degree branding togenerate consumer interest and inspire mindset change.We transform awareness into interest and desire into action.

OUR MISSION IS TO HELP YOU MAXIMIZE YOUR BRAND POTENTIAL!


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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 Premiumscapa

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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

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 Jerseyclien

ts


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, ExpectAdvertising finessed the positioning of theproduct, fine-tuned its customer targeting anddeveloped a creative polar bear campaignentitled: “A cool way to treat warts andlesions.” The integrated campaign isbeing rolled out through the Internet(www.histofreezer.com), print collateral,direct marketing, telesales and trade showmedia. The initial response is very positive.

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Case Study 1

Campaign Refresh

case

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es Journal Ad

“A Cool Way” Sales Aid

Website


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 developeda catchy “STRENGTH andPROTECTION” marketingcampaign to emphasize Atacand’s core attributesand differentiate it from the competition. The campaignwas very well received for its creativity and memorability.

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Case Study 2

Campaign Refresh

case

studi

esAtacand “Strength And Protection” Marketing Campaign


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case

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es COMPANYAstraZeneca

CHALLENGE

To communicate the JNC VI findings andencourage interaction between the targetaudience and key opinion leader.

SOLUTIONExpect Advertising developed aninnovative program that included a keyopinion leader’s video-lecture availableonline. The participants received a value-added premium and a medical video.

The program was highly successfuland achieved an overwhelming 23%response rate.

JNC VIG U I D E L I N E S

Impact on Your Clinical Practice

Running Time: 14 minutesVHS

Sponsored by AstraZeneca, makers of:

By: Norman M. Kaplan, MD

Professor, Department of Internal Medicine, The University of Texas Southwestern Medical Center at Dallas

Moderated by: Ronald G. Victor, MD

Professor, Hypertension Clinic, Department of Internal MedicineThe University of Texas Southwestern Medical Center at Dallas

(metoprolol succinate)extended-release tablets

®

Free Video Mail In Offer

Direct Mail

Case Study 3

Direct Marketing


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Case Study 4

Trade Show Marketing

case

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es BRANDCordis Endovascular

CHALLENGETo increase traffic to theCordis trade show booth.

SOLUTION

Expect Advertising, Inc. developedthe “Cordis Football Challenge” thatcoincided with the 2007 NFL SuperBowl event in Miami. The physiciansreceived a free football premium anda Cordis Stat Sheet for participatingand visiting the 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


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 ledby the leading KOLs from thetransplant specialty field. The videoincluded real-life demonstrations,case studies and a Q&A session.

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Case Study 5

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 dated.Edwards wanted to refresh the oldPhysio Ring promotional campaign,but there was no new clinical data.

SOLUTIONExpect Advertising developed thePhysio “Gold Standard” campaignthat highlighted Physio’s time-testedleadership in clinical data, marketshare and surgeon’s preference. Thecampaign achieved instant successand experienced an increased marketshare, as well as an overall positiveresponse from the sales force.

“Gold Standard” Journal Ad

“Gold Standard” Sales Aid

Case Study 6

Campaign Refresh


case

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esPhysician Websitewww.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 anattractive creative, helped Medroxyto stand out in the marketplace andachieve rapid success.

Patient Education Brochure

Journal Ad

Case Study 7

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 8

Portfolio Marketing

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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 9

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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prem

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Physician Chart

Vertebrae ModelDiabetes 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 that stand out

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

We deliver high-quality communications and marketing services to our clients in atimely and cost-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 to 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 make your brand standout!

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

or email: [email protected]

www.expectad.com

expect advertising2010

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