Get Hattonized

Meet ED

This character was the official spokesperson for Levaquin in the hospital setting. Named ED for Emergency Department he helped Levaquin gain a foothold in that department and then build outward from there. He was also used prominently in sales training materials as a motivational sidekick. This campaign was so successful it helped Ortho McNeil gain 2 share points in the lucrative antibiotics market and surpass Rocephin in the hospital setting.