Technology

Axtria Unveils Analysis of Critical Trends in Pharma Sales and Marketing

Published

2 years ago

February 14, 2024

Axtria analyzed five years of data from more than 140 studies across 70 U.S. brands.Assessed channel effectiveness across varying brands, therapy areas, and markets.Analyzed spending and the effectiveness of promotional channels.

BERKELEY HEIGHTS, N.J., Feb. 14, 2024 /PRNewswire/ — Axtria Inc., a global leader in cloud software and data analytics for the life sciences industry, today released an analysis of pharma sales and marketing organizations that underscores the industry’s dramatic embrace of digital marketing over the last five years entitled, “Unlocking Promotional Success: Insights from 140+ Marketing Mix Studies.”

Axtria reviewed 140 marketing mix (MMx) studies conducted on sales data between January 2018 and December 2022, capturing transformational shifts driven by the Covid pandemic and evolving market conditions. The analysis illustrates how technologies have profoundly impacted the ways in which pharmaceutical companies engage with healthcare physicians, patients, and account-based customers.

“It’s clear that embracing an omnichannel approach and adapting to changing customer preferences by integrating digital platforms into strategies will be important steps for innovative companies to take,” explained Dr. David Wood, Senior Principal of Decision Science at Axtria. “Axtria is happy to share the valuable insights gained from our work with many life sciences companies to optimize and transform their sales and marketing initiatives. Our products and services, such as Axtria MarketingIQ, help our clients turn insights like these into action.”

The four key trends Axtria uncovered among life sciences companies include:

Life sciences companies are spending more on digital media.
Axtria found that spending across digital channels exploded from 6% in 2018 to a high of 30% in 2021. The company said such spending fell slightly to 22% in 2022. Conversely, life sciences spending on conferences dropped dramatically from 10% in 2018 – pre-pandemic – to a low of 1% in 2021. It rose slightly to 2% in 2022.

There is a growing investment in different digital channels.
While spending on online banner ads, display, digital, and alerts held steady from 2018 through 2020 – varying slightly between $4.1 million and $4.4 million per brand– it rapidly increased during the pandemic to $19.2 million in 2021, falling back to $13.3 million in 2022. Similar increases occurred in paid search and social media, rising from less than $1 million in 2020 to $5.5 million and $10.1 million in 2021 and 2022, respectively. The company said email communication remains a valuable tool for reminders and general information.

The effectiveness of digital-channel promotion is improving, with steadily increasing ROI on spending.
Axtria’s analysis showed an ongoing increase in the return on investment that life sciences companies are experiencing from their digital expenditures over the 2018 – 2022 period) – with a demonstrable difference between growth brands and mature brands. The former sometimes showed dramatic growth in the ROI of email and social media. Mature brands showed moderate growth in ROI across all digital channels. Data also showed that healthcare providers are becoming more receptive to digital platforms, engagement on social media is increasing, and digital data offers a high value for data analysis and model building.

Marketing objectives are changing.
Axtria also revealed that a higher emphasis on patient initiation for drug refills is emerging, and companies are emphasizing different channels for patient initiation and refills. These changes will have future implications for budget allocations and expected returns on investment.

“Best-in-class companies will also need to use more marketing analytics to gain customer insights while using product-based solutions to innovate and optimize MMx modeling,” said Wood.

Wood added that a blend of strategic thinking and granular tactical planning will contribute to success and the ability to stay flexible to market changes and adapt to digital transformation. “This kind of agility will help successful companies maximize their returns while improving the customer experience and overall return on investment,” he said.

About Axtria’s Products and Solutions
Axtria is proud to work with 16 of the top 20 pharmaceutical companies. From our roots as a trusted consultant to our status as one of the world’s leading providers of cloud-based pharmaceutical management software, Axtria has been powering the digital transformation of life sciences. Our experts call upon years of domain experience in the industry to guide pharma giants from brand launches to retirement. Our products go even further. Axtria InsightsMAx™ helps everyone from the C-suite to junior associates uncover trends to make better decisions. Axtria SalesIQ™ helps optimize field forces and provider engagements. Axtria CustomerIQ™ leverages AI-enabled next-best-action omnichannel choices. Axtria MarketingIQ™ turns investment analyses into pinpoint strategies. And Axtria DataMAx™ and DataMAx™ for Emerging Pharma is the data management framework that pulls it all together with best-in-class security and integration.

About Axtria
Axtria is a leading global provider of award-winning cloud software and data analytics to the life sciences industry. We focus on improving healthcare outcomes for patients. We’re proud to deliver proven solutions that help pharmaceutical, medical device, and diagnostics companies complete their journey from data to insights to action, enabling them to earn superior returns on their investments. As a participant in the United Nations Global Compact, Axtria is committed to aligning strategies and operations with universal principles on human rights, labor, environment, and anti-corruption, and taking actions that advance societal goals. For more information, please visit www.axtria.com.

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Technology

FULTON FINANCIAL CORPORATION APPOINTS DAVID S. SCHULZ TO BOARD OF DIRECTORS

Published

39 minutes ago

July 21, 2026

LANCASTER, Pa., July 21, 2026 /PRNewswire/ — Fulton Financial Corporation (NASDAQ: FULT) (“Fulton”) today announced the appointment of David S. Schulz as a member of its board of directors (the “Board”) for a term commencing September 14, 2026 and expiring at Fulton’s 2027 annual meeting of shareholders.

“We’re excited to welcome Dave to Fulton’s board of directors,” said Curt Myers, Fulton Chairman, CEO, and President. “Dave brings extensive financial leadership experience gained through more than a decade of service with publicly traded companies. His expertise in finance, strategic planning, risk, and mergers and acquisitions will provide valuable perspective as we continue to execute our growth strategy and create long-term value for our shareholders, customers and communities.”

With the addition of Schulz, Fulton’s Board will have 11 members, and he will serve on the Audit and Risk committees. Schulz has also been appointed to the board of directors of Fulton’s banking subsidiary, Fulton Bank, N.A.

Schulz served as Senior Vice President and Chief Financial Officer of Wesco International, Inc. (“Wesco”) from 2016 to June 2020, Executive Vice President and Chief Financial Officer of Wesco from June 2020 to February 2026 and as Executive Vice President and Special Advisor to the CEO of Wesco from February 2026 until his retirement on May 31, 2026.

Prior to joining Wesco, Schulz served as Senior Vice President and Chief Operating Officer of Armstrong Flooring, Inc. and was previously Senior Vice President and Chief Financial Officer of Armstrong World Industries, Inc. and Vice President of Finance of the Armstrong Building Products division.

Before joining Armstrong World Industries in 2011, he held various financial leadership roles with Procter & Gamble and The J.M. Smucker Company. He was also an officer in the United States Marine Corps.

In 2025, Schulz joined the board of Sterling Infrastructure, Inc., and he was appointed as chair of the audit committee in 2026. He also serves on the company’s compensation and talent development committee.

ABOUT FULTON FINANCIAL CORPORATION

Fulton, a $34 billion Lancaster, Pa.-based financial holding company, has more than 3,400 employees and operates more than 215 financial centers in Pennsylvania, New Jersey, Maryland, Delaware and Virginia through Fulton Bank, N.A. Additional information on Fulton can be found at https://investor.fultonbank.com.

Contact: Steve Trapnell
717-291-2739

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SOURCE Fulton Financial Corporation

Technology

Octavio Marquez Elected to MSA Safety Board of Directors

Published

39 minutes ago

July 21, 2026

PITTSBURGH, July 21, 2026 /PRNewswire/ — The Board of Directors of MSA Safety Inc. (NYSE: MSA), a global leader in the development of advanced industrial safety technology products and solutions, today announced that Octavio Marquez, president and chief executive officer of Diebold Nixdorf, has been elected to the company’s Board of Directors. His election was part of the MSA Board’s regular succession plans.

“We are very pleased to have the opportunity to add Octavio to the MSA Board,” said Robert A. Bruggeworth, MSA chairman. “He brings a broad range of executive leadership experience, including strategy development, capital allocation, business transformation and serving international markets, which will serve MSA well.”

“Octavio’s perspectives will be an asset to me and our entire Executive Leadership Team,” said Steven C. Blanco, MSA president and CEO. “It is a pleasure to welcome Octavio to MSA, and I look forward to working with him.”

Mr. Marquez joined Diebold Nixdorf in 2014 and has held senior leadership roles across the company’s Global Banking organization and its Americas region, including as executive vice president of Global Banking and senior vice president of the Americas. Before joining Diebold Nixdorf, Mr. Marquez held leadership positions at Dell EMC, Hewlett Packard Enterprise, IBM and NCR.

Diebold Nixdorf automates, digitizes and transforms the way people bank and shop. As a partner to the majority of the world’s top 100 financial institutions and top 25 global retailers, its integrated solutions connect digital and physical channels conveniently, securely and efficiently for millions of customers every day. Headquartered in North Canton, Ohio, Diebold Nixdorf employs approximately 20,000 employees globally, supporting more than 100 countries.

Mr. Marquez holds a degree in business and finance from Universidad Iberoamericana and has completed executive education programs at MIT Sloan, The Wharton School and The University of Texas at Austin.

About MSA Safety

MSA Safety Incorporated (NYSE: MSA) is the global leader in advanced industrial safety technology products and solutions. Driven by its singular mission of safety, the company has been at the forefront of safety innovation since 1914, protecting workers and facility infrastructure around the world across a broad range of diverse end markets while creating sustainable value for shareholders. With 2025 revenues of $1.9 billion, MSA Safety is headquartered in Cranberry Township, Pennsylvania, and employs a team of approximately 5,300 associates across its more than 40 international locations. For more information, please visit www.MSASafety.com.

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SOURCE MSA Safety

Technology

BlueFolder Field Service Software Launches New AI-Powered Features to Transform How Teams Work

Published

39 minutes ago

July 21, 2026

New AI capabilities instantly surface customer insights and transform technician notes into actionable summaries to help field service teams work faster, stay aligned, and deliver better service

AUBURN, Ala., July 21, 2026 /PRNewswire/ — BlueFolder field service software recently announced the launch of two powerful new AI features: AI-Powered Customer Summaries and AI-Powered Field Notes Summarization. Together, these capabilities are designed to eliminate the time-consuming, manual work of reviewing fragmented customer records and lengthy technician notes—giving field service teams instant clarity to respond faster, make smarter decisions, and deliver exceptional service.

BlueFolder expands it’s field service and work order management suite with two exciting new AI field service features.

Built directly into the BlueFolder platform, both features leverage artificial intelligence to automatically compile and summarize complex, unstructured data into clear, easy-to-read overviews. The result: technicians, dispatchers, and managers always have the context they need, right when they need it.

AI-Powered Customer Summaries

As field service organizations grow, customer information becomes increasingly scattered across emails, service request logs, and communication histories. BlueFolder’s AI Customer Summary feature addresses this challenge head-on by consolidating those interactions into a single, actionable snapshot.

Instead of manually digging through multiple records before a service call or customer interaction, teams can now access a real-time summary highlighting key concerns, past service activity, and recent updates. The feature goes beyond basic summarization and surfaces critical business insights such as equipment past due for maintenance, approaching warranty expirations, and proactive revenue opportunities, empowering teams to recommend follow-ups or upgrades directly from the customer record.

Built-in traceability links each summary back to its original source communications, so users can validate insights with confidence, ensuring both speed and accuracy in every customer interaction.

AI-Powered Field Notes Summarization

In many service organizations, technicians log updates across multiple visits, often resulting in long, fragmented notes that are difficult to review at a glance. BlueFolder’s AI Field Notes Summarization feature solves this by automatically condensing multiple technician entries into a structured summary that highlights key milestones, actions taken, and next steps.

Rather than scrolling through pages of updates, managers and dispatchers can immediately understand job status and determine what needs to happen next, improving alignment between field and office teams, accelerating decision-making, and reducing miscommunication. The feature is especially valuable for complex or multi-day jobs, where clear continuity and smooth technician handoffs are critical to delivering consistent service. It’s another featuring making BlueFolder’s work order management software capabilities stronger every day.

“History is one of the most powerful tools a service team has — the problem is it’s usually buried. BlueFolder’s new AI features fix that. Your team walks into every interaction already knowing the customer, knowing the equipment, and exactly where things stand. That changes the entire experience,” says John Shaw, VP, Technology, Service Operations.

AI as a Core Part of the BlueFolder Platform

The launch of these two features reflects BlueFolder’s broader commitment to embedding AI throughout its field service management software as an integrated layer of intelligence that makes every workflow smarter. Rather than requiring teams to change how they work, BlueFolder’s AI capabilities are designed to surface the right information at the right moment automatically, within the tools that technicians, dispatchers, and managers already use every day.

“AI is transforming what’s possible in field service, and BlueFolder is answering that call. These features are the result of deep platform expertise and a clear vision for where the industry is headed. We’re embedding intelligence throughout the platform because we know it makes our customers more competitive, more efficient, and better positioned to grow,” says Stephen Myslicki, Group President of Field Services.

Availability

Both AI-Powered Customer Summaries and AI-Powered Field Notes Summarization are available now to BlueFolder customers as optional, easy-to-enable features within the platform. They are part of BlueFolder’s growing suite of AI-driven capabilities designed to help field service organizations operate more efficiently and scale with confidence.

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SOURCE BlueFolder