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Don’t get lost in the crowd...

e pect to stand out!
E X P E C T A D V E R T I S I N G , I N C .


xpect Advertising, Inc. is a full-service, boutique

about us advertising agency based in Clifton, New Jersey.
We are committed to building your brand by developing
ideas to stand out and be remembered. We methodically
integrate science, strategy and creative to craft compelling
messages that generate interest and inspire behavioral

change. We transform awareness into interest, and desire

into action.
Our team has decades of pharmaceutical and consumer
advertising agency experience; therefore, we are highly
adept in meeting your needs. Moreover, we lack big agency Strategy Creative
bureaucracy so we can meet your needs more efficiently Expect Philosophy
and cost-effectively. Expect Advertising is committed
to ensuring you a higher return on your investment.

Expect Advertising can fulfill your needs for branding

development, promotional marketing, direct marketing,
trade shows, web marketing and medically relevant

e pect to stand out!
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:

Multimedia & Video Production
Non-Personal Promotion
Collateral Patient Education Programs
Direct Marketing Publication Planning
eMarketing and eTraining Relationship Marketing
Hospital and GPO Marketing Strategic Planning
KOL Marketing Trade Show Marketing
Managed Care Marketing Training Programs
Medically Relevant Premiums Web Design & Development

e pect to stand out!
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.

New York Blood Center
Otsuka Pharmaceutical
Baxter Pfizer
B. Braun Medical Sicor Pharmaceuticals
Bristol-Myers Squibb Takeda Pharmaceutical
Cordis Endovascular University of Medicine and
Edwards Lifesciences Dentistry of New Jersey

Johnson & Johnson

e pect to stand out!
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


case studies

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

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.

e pect to stand out!
Case Study 2 E X P E C T A D V E R T I S I N G , I N C .
Direct Marketing


case studies
Running Time:
VHS 14 minutes

To communicate the JNC VI findings and

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 tele-lecture available ®

(metoprolol succinate)
through a toll-free number. The extended-release tablets

participants received a value-added Free Video Mail In Offer

premium and a medical video.

The program was highly successful and

achieved an excellent response rate.

Direct Mail

e pect to stand out!
Case Study 3 E X P E C T A D V E R T I S I N G , I N C .
Trade Show Marketing


case studies
Cordis Endovascular

To increase traffic to the
Cordis booth.

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.

e pect to stand out!
Case Study 4 E X P E C T A D V E R T I S I N G , I N C .
Campaign Refresh


case studies
Megace ES

Megace ES had a low brand
recall rate amongst its target
audience and PAR wanted
to enhance its brand recall
and increase sales.

Expect Advertising developed
a creative campaign entitled
“Mealtimes Are Enjoyable
Again.” The campaign included
a sales aid, journal ad, direct
mail materials, trade show
“Mealtimes Are Enjoyable Again” Marketing Campaign
displays, patient pamphlets
and eBlasts. The campaign was
very well received for its positive
appeal and sunny message.

e pect to stand out!
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


case studies
IV Busulfex

The survey results showed lingering
questions and concerns amongst the
target audience about dosing and
administration of IV Busulfex.

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.
The program is currently being
executed by the sales force and
IV Busulfex In-Service Video Program and Highlight Brochure
direct marketing.

e pect to stand out!
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


case studies
Physio Ring

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.

“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

e pect to stand out!
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
Sicor Medroxyprogesterone

case studies
Sicor Pharmaceuticals, primarily
an oncology company with no
experience in women’s health, Physician Website
planned to launch a specialty
injectable contraceptive product.

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 comprehensive
360º branding plan that included
an ad campaign, sales collateral,
direct mailings, trade shows and
an internet presence. The 360º
branding plan, combined with an
attractive creative, helped Medroxy
to stand out in the marketplace and
Patient Education Brochure
achieve rapid success. Direct Mail — 2 Waves

e pect to stand out!
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


case studies
Edwards Lifesciences Heart Valve Repair Rings

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.

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

e pect to stand out!
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”

New York Blood Center (NYBC) Cord Blood Services

NYBC wanted to raise awareness of cord blood services.

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.

e pect to stand out!
E X P E C T A D V E R T I S I N G , I N C .

trade shows
We design and develop 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.

e pect to stand out!
E X P E C T A D V E R T I S I N G , I N C .


We design and develop 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)
2008 Guidelines set forth in the new Code on Interactions with
Healthcare Professionals.

Physician Chart

Diabetes Model Vertebrae Model

e pect to stand out!
E X P E C T A D V E R T I S I N G , I N C .

other creative

e pect to stand out!
E X P E C T A D V E R T I S I N G , I N C .


 Highly experienced team

 Strategic and creative ideas to stand out

why us?  Impact of 360º Branding

 Minimal hand holding
 Highly cost-effective

Expect Advertising is a healthcare advertising agency with an exceptional ability

to understand complex science, and to create compelling messages designed to touch
customers’ hearts and minds.
Our emphasis is on developing creative ideas that enable your brand to stand out from
the crowd, be noticed and inspire behavioral change.
Our team has decades of firsthand experience on both the client side and agency side,
therefore we are well prepared to understand and fulfill your changing needs.
We have experience in virtually every therapeutic class, and our panel of practicing physicians
provide firsthand consulting and strategic support.
We lack big agency bureaucracy; therefore we can deliver our services more efficiently and
cost-effectively for a higher ROI.

Please call us to explore how we can make your brand stand out!

e pect to stand out!
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.

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, J&J

e pect to stand out!
e pect to stand out!
Call Susan Levant at (973) 777- 8886 Ext. 102
or email: info@expectad.com

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