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Axtria Unveils Analysis of Critical Trends in Pharma Sales and Marketing

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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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Intesa Communications Group Named ‘Customers First’ Winner in San Diego Regional Chamber of Commerce 2026 Small Business Awards

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The award-winning, women-owned San Diego public relations and government affairs firm was recognized for exceptional client service that has fueled 14 years of growth

SAN DIEGO, July 21, 2026 /PRNewswire/ — Intesa Communications Group, a leading San Diego public relations and government affairs firm, has been named the “Customers First” winner in the San Diego Regional Chamber of Commerce’s 2026 Small Business Awards. Announced July 9 at the Chamber’s annual Small Business Awards event, the recognition honors the small business whose commitment to customer service most clearly sets it apart from the competition.

Founded in 2012, the certified women-owned San Diego firm has grown from a boutique agency into one of the region’s leading public relations and government affairs firms. Intesa has doubled its team over the past two years, sustained three consecutive years of double-digit revenue growth and expanded its client portfolio by 26% last year. Intesa provides public relations, strategic communications, and government affairs services for a wide range of organizations, including San Diego State University, SeaWorld San Diego, Expedia Group, H.G. Fenton Company, San Diego Foundation, San Diego Workforce Partnership, and SBCS.

“This award belongs to every member of our team and to the clients who trust us with their most valuable asset: their reputation,” said Margie Newman Tsay, founding partner of Intesa Communications Group. “Our clients stay with us for years because we show up prepared, fully invested and ready for the moments that matter most. Being recognized for putting customers first is the highest compliment our business community can pay us.”

Intesa’s client-first approach has produced measurable results across public relations and government affairs efforts throughout the region. For example, in its first month working with the Jacobs & Cushman San Diego Food Bank, the firm helped reimagine the organization’s summer food drive messaging, generating more than 15 million impressions and helping deliver 489,026 pounds of food and $344,505 in donations — the equivalent of more than one million meals and a 175% increase from the previous year. Similarly, Logan Heights Community Development Corporation credits the firm with an 81:1 return on investment after Intesa parachuted in to help the nonprofit promote the California Mortgage Relief Program.

“Small businesses are the heart of our economy: fueling innovation, creating jobs and defining the character of communities across the San Diego region,” said Chris Cate, president and CEO of the Chamber. “We celebrate the resilience, ingenuity and community impact of our small business leaders. They are the very spirit behind our purpose to champion business and empower leaders.”

The Chamber award is as much a reflection of Intesa’s clients as it is the firm itself. The opportunity to partner with organizations doing meaningful work across the region is what makes recognition like this possible. True to form, the Intesa team plans to mark the win by thanking the clients behind the work.

“We call ourselves dot connectors, and this award is what that looks like in practice,” said Maddy Kilkenny, partner at Intesa Communications Group, who leads the firm’s government affairs practice. “Whether our team of 10 people is helping a client navigate a policy decision at City Hall or a story on the front page of the newspaper, we aim to leave them stronger and more confident than before. Hearing our clients say we deliver on that is the best win of all.”

According to the Chamber’s award requirements, businesses with 100 or fewer employees were eligible for nomination. They were voted on by a panel of chamber members, who reviewed the nominations and selected the winners of all four categories.

The recognition adds to more than 60 awards Intesa has earned for excellence in public relations, strategic communications, and public affairs, including honors from PR News, the Public Relations Society of America, PR Daily, the International Association of Business Communicators, the San Diego Business Journal (SDBJ), MARCOM, and the American Marketing Association, among others. It also comes on the heels of two Intesa team members, Emily Alvarenga and Margaret Lutz Chantung, recently receiving SDBJ’s “40 Under 40” and “Indispensable” awards, respectively.

For more information about Intesa Communications Group, visit www.intesacom.com.

About Intesa Communications Group
Intesa Communications Group is a certified women-owned San Diego public relations and government affairs firm that helps leaders communicate and advocate with confidence. Since 2012, Intesa has partnered with the region’s trusted leaders and organizations, providing strategic communications and public affairs counsel on high-stakes issues at the intersection of reputation, policy and public perception. The firm’s work has earned more than 60 industry awards across 53 recognized client campaigns, including the San Diego Regional Chamber of Commerce “Customers First” 2026 award. Learn more at www.intesacom.com.

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SOURCE Intesa Communications Group

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The Inner Circle acknowledges Shankari Thiagarajan as Pinnacle Professional of The Year

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HOUSTON, July 21, 2026 /PRNewswire/ — Prominently featured in The Inner Circle, Shankari Thiagarajan is acknowledged as a Pinnacle Professional of The Year for her contributions to Information Technology and Agile Delivery.     

Shankari Thiagarajan has established a distinguished career in information technology project and program management, recognized for her expertise in agile delivery, digital transformation, and cross functional leadership across multiple industries. Currently serving as project manager and scrum master at Astellas Pharma Inc., she oversees agile delivery initiatives supporting global life science programs.

With more than 15 years of experience spanning technology and pharmaceutical sectors, Ms. Thiagarajan has developed a reputation for leading complex implementations and driving operational efficiency. Her expertise includes agile methodologies, project and delivery management, product ownership, healthcare IT, telecom and network optimization, financial services modernization, retail technology upgrades, and GIS and digital mapping solutions.

Ms. Thiagarajan earned a Master of Business Administration in Organizational Leadership from Campbellsville University, a Master of Science in Information Systems from Virginia Tech, and a Bachelor of Engineering in Information Technology from Jawaharlal Nehru Technological University College of Engineering Hyderabad.

Throughout her career, she has contributed to major organizations across a wide range of industries. Her accomplishments include leading agile transformations at Cigna, overseeing retail technology upgrades at Walmart, managing large scale telecom transformation initiatives at T Mobile and Verizon, and modernizing financial platforms at Security Finance. She also contributed to the early development of Google Maps during her tenure at Google India, advancing to team lead within a year.

In addition to her corporate achievements, Ms. Thiagarajan is the creator of the YouTube channel My Experiments with Life – #Positivity #Learning, launched in 2023. Through this platform, she shares motivational content and insights focused on personal growth, technology, spirituality, and lifelong learning.

Her professional accomplishments have been recognized through honors including Marquis Who’s Who 2026, a featured podcast interview with Jim Masters on Close Up TV hosted across Apple Radio, Spotify, and iHeart., recognition in The National Law Review & EIN Presswire, and a certificate of appreciation from Virginia Tech for academic excellence and community involvement.

Outside of her professional work, Ms. Thiagarajan enjoys creating motivational YouTube content, exploring technology and spirituality, listening to contemporary music, and pursuing philanthropic and educational interests. She credits her strong work ethic and determination to the example set by her parents.

Looking ahead, she plans to continue advancing her leadership capabilities and pursue executive level opportunities that allow her to make significant contributions within the information technology sector.

Guided by a philosophy rooted in courage, persistence, and continuous learning, Ms. Thiagarajan remains committed to professional growth while inspiring others to pursue excellence and self-improvement.

Contact: Katherine Green, 516-825-5634, editorialteam@continentalwhoswho.com

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SOURCE The Inner Circle

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University of Phoenix Leaders Present at Building Blackboard Together 2026

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Presentations explored learning technology, accessibility and online pedagogy as higher education adapts to an AI-enabled future

PHOENIX, July 21, 2026 /PRNewswire/ — University of Phoenix leaders shared insights on artificial intelligence, accessibility, online learning and student support at Building Blackboard Together 2026, Blackboard’s flagship user conference, held July 13-15 in Dallas, Texas. The conference brought together educators, institutional leaders and industry experts to explore innovations, technologies and emerging practices shaping the future of teaching and learning.

Representing University of Phoenix were Marc Booker, Ph.D., vice provost of strategy; Kelly Hermann, vice president of Accessibility and Student Affairs; and Erin Amsden, group product manager. Through presentations and panel discussions, the leaders shared perspectives on responsible AI adoption, accessibility leadership, student engagement and the evolving role of learning technologies in supporting institutional goals and student success.

“Building Blackboard Together provides an opportunity to engage with peers across higher education who are navigating many of the same opportunities and challenges around technology, accessibility and learning mobility,” said Dr. Booker. “These conversations help advance practical approaches for supporting learners while thoughtfully integrating innovation into the educational experience.”

During the conference, University of Phoenix was also recognized with the 2026 Blackboard Catalyst Award for Ethical AI Leadership, which honors institutions advancing responsible, transparent and inclusive approaches to artificial intelligence that promote trust and equitable outcomes for learners and educators. The recognition follows the University’s ongoing efforts to support AI literacy, responsible use and AI-enabled learning experiences.

Exploring the Expanding Role of the Learning Management System

As part of the Strategic Leadership Summit, Booker served as a panelist for “The LMS as Mission-Critical: Connecting Learning, Experience & Evidence.” The session examined how learning management systems are evolving beyond course management to support learning, engagement and institutional insight across the student lifecycle.

Panelists discussed how institutions are leveraging learning technologies alongside student information systems to support teaching and learning, advising, co-curricular engagement and data-informed decision-making while addressing increasing expectations surrounding artificial intelligence, student success and accountability.

Sharing Lessons from AI-Powered Student Support

Booker also presented “Scaling AI-Powered Support Across the Student Experience at University of Phoenix,” a session focused on the University’s process for expanding its AI support assistant across the online classroom environment, moving from proof of concept to full-scale deployment over a six-month period.

In addition, Booker participated in “Online Pedagogy to Drive Institutional Growth: Best Practices and Success Stories,” a panel discussion exploring how institutions are designing engaging online learning experiences and leveraging Blackboard technologies to support quality course delivery and student engagement.

Advancing Accessibility Leadership

Hermann joined the session “Communicating Up: Turning Accessibility Work into Leadership-Ready Stories.” The presentation focused on strategies for translating accessibility initiatives into narratives, evidence and visualizations that resonate with institutional leaders.

The discussion explored ways to connect accessibility efforts to broader institutional priorities, demonstrate impact through data and support informed decision-making that advances accessibility and learner success.

Examining Emerging Challenges in Artificial Intelligence

Amsden served as a panelist for “Agentic AI in Pedagogy: Threats and Opportunities.” The session addressed the growing influence of agentic AI and its implications for academic integrity, assessment design and learner engagement.

Panelists explored how technology, pedagogy and security practices can work together to promote authentic student work while helping institutions balance innovation with responsible AI implementation.

Contributing to the Future of Teaching and Learning

Amsden, Booker and Hermann are key members of University of Phoenix’s dynamic leadership team, frequently invited to share their expertise at prestigious national conferences and events. In 2026, University leaders will participate in the ASU + GSV Summit, 1EdTech Learning Impact Conference, SXSW EDU Conference, and PESC Data Summit. These engagements underscore the University’s commitment to innovation and thought leadership in higher education, providing valuable insights and fostering collaborations that drive the future of learning.

About University of Phoenix

University of Phoenix is Built for Real Life. 50 Years Strong. The University innovates to help working adults enhance their careers and develop skills in a rapidly changing world through flexible online learning, relevant courses, academic AI pillars, and skills-mapped curriculum for associate, bachelor’s and master’s degree programs. Active students and alumni have access to Career Services for Life® resources including career guidance and tools. For more information, visit phoenix.edu.

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SOURCE University of Phoenix

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