In 2018, the Informa Pharma Intelligence editorial and marketing teams collaborated on the release of its annual white paper analyzing the evolution of pharma R&D for the past year. But this wasn't your typical medical or scientific report. It was more music to their audience's ears.

One of the biggest challenges for Brian Cuthbert, group vice president, Diversified Communications, is that less than 5% of his audience—finance professionals—are actual decision-makers.

“What better way to prove to practice managers that this was the information they needed than to put the content directly in their hands and in a cost-effective way? Answer: Send two free issues of Part B News via email to our best house lists jam-packed with the hottest content available.”