Associate Director, Entyvio HCP Marketing
Takeda Pharmaceuticals, U.S.A., Inc.
Customizing Content Along the HCP Journey
“Digital Crusader” is an apt title for Andy Tate—not just because he is literally a warrior, but because he has used the skills and knowledge accumulated over a diverse career to help accelerate Entyvio® (vedolizumab) into a new digital era. From the United States Marines to sales to marketing, each phase of his personal journey has contributed to the tenacity, knowledge, and marketing savvy that allow him to be a successful digital crusader today.
Andy began his career with an eight-year tenure in the Marine Corps while simultaneously completing his undergraduate degree. As he completed his time in the service, Andy started as a salesperson in the healthcare field, eventually joining Takeda as a senior sales representative and then leading his own team as a district manager. Andy saw first-hand how healthcare providers worked, communicated, and learned. He became an expert on communicating with this audience and went on to join the marketing team for Vyvanse® (lisdexamfetamine dimesylate), then later, Entyvio.
Most recently, Andy has been forging success for Entyvio in the digital space. He launched Entyvio on Facebook and Twitter, both brand-new channels for the brand, but his successes didn’t stop there. Andy spearheaded an optimized addressable program, leveraging data to tailor the best messages to HCPs based on the branded content with which they interact. It customizes content at every moment in an HCP’s journey to deliver the most relevant message. It’s a 1:1 marketing experience that has accelerated the brand’s achievements across segments.
The program includes new house emails launched in mid-November 2021, which led to a 53% increase in emails sent from the previous month and a 200% increase in click-to-open rate. The program also incorporates Veeva Suggestions—a tool that recommends relevant content for the sales team to send to individual doctors based on the content they have interacted with already. Although this last feature is currently in the pilot phase, early feedback has been positive, and a larger rollout will happen later this year.
From making a splash on social to serving up content that’s tailored to the interests of HCPs, Andy Tate is a true Digital Crusader.