For first-launch pharma, biotech, and health tech teams that need a senior strategist on the call. Cadence leads omnichannel HCP media planning, vendor diligence, and measurement, embedded inside your team.
Brand teams. Creative agencies. Patient marketing. Medical affairs. The seat that almost always gets missed: a senior media strategist who can plan, vet, and pressure-test the omnichannel HCP plan before millions move through it.
An RFP, a pitch, a 90-day onboarding, then quarterly QBRs. First-launch teams need a media plan in weeks, not seasons.
Most pre-launch and Series B/C teams do not need a permanent senior media role yet. They need experienced planning leadership that matches the pace and uncertainty of the launch stage.
Endemic publishers, DSPs, and EHR networks all want the buy. None of them are paid to tell you the right answer is "less" or "different."
Embedded senior strategy across every stage of media investment. Defined projects or ongoing retainer. No vendor commissions. No junior hand-offs.
End-to-end planning for reaching healthcare professionals across endemic, non-endemic, programmatic, and point-of-care channels. Built around your TA, prescriber universe, and launch window.
Independent review of current media plans, vendor contracts, and performance data. Surfaces overlap, underperforming buys, and reallocation opportunities -- with no media vendor relationships or commissions in play.
Channel mix, budget allocation, NPI-level targeting strategy, vendor shortlist, and measurement framework. Built before launch, not retrofitted after.
Connect paid HCP media with CRM, email, rep triggers, and field strategy so the prescriber experience is one motion, not six disconnected ones.
Evaluate DSPs, endemic publishers, EHR networks, and ad-tech partners. Negotiate, onboard, and hold vendors accountable to outcomes -- not impressions.
Embedded senior media leadership for companies between "no one owns this" and "ready to hire a VP." Strategy, planning, vendor management, board reporting.
A specialty pharma brand consolidating from 8 vendors to 3 NPI-targeted endemic publishers, with a point-of-care layer added for oncology HCPs.
A Series B health tech company needed a full omnichannel HCP plan before their first sales hire. Delivered channel mix, budget framework, and vendor shortlist in six weeks.
An independent audit of a mid-size pharma media plan uncovered overlapping DSP fees, duplicate endemic buys, and underperforming non-endemic placements -- savings the client redirected into HCP point-of-care.
Outcomes anonymized. Client names, brand details, and engagement values are confidential.
One path is for embedded consulting. The other is for fast, scoped planning output.
Choose consulting when you need an experienced partner helping shape channel strategy, vendor decisions, analytics, and stakeholder alignment over time.
Choose the HCP Media Planner when you need a scoped deliverable: channel mix, budget framework, targeting logic, and vendor direction for a campaign or launch.
Cadence Health Media was founded by Michelle Humes, a healthcare media strategist with 15+ years leading HCP and HCC media strategy across healthcare, pharma, and high-accountability media environments.
Michelle has planned and optimized omnichannel media strategies for brands across oncology, endocrinology, immunology, rare disease, and other complex therapeutic areas. Her work spans programmatic health media, endemic and non-endemic planning, point-of-care, NPI-level targeting, and integrated HCP engagement -- across both first-product launches and established portfolio brands.
She founded Cadence to solve a problem she saw repeatedly: pharma and health tech teams investing heavily in HCP media without senior strategic leadership guiding audience selection, channel mix, measurement, and vendor accountability. Cadence brings that rigor to teams that need experienced leadership without committing too early to a permanent role.
You have a brand approved or about to be. No HCP media infrastructure. You need a plan, a vendor shortlist, and someone who has done this before.
Strong on brand, thin on media. You need a senior HCP media strategist embedded inside the team without committing to a full-time headcount.
You're growing HCP media investment quickly and need someone independent ensuring budget lands in the right channel, vendor, and audience.
A client is asking questions about endemic publishing, NPI targeting, or point-of-care that your generalist team can't answer. Cadence plugs in.
No long-term contracts. No junior hand-offs. Senior strategy from day one.
30 minutes on your brand, therapeutic area, current state, and where strategic support is missing.
A 1--2 week focused diagnostic on your current plan, vendor stack, and performance data. Findings, gaps, and prioritized opportunities.
Cadence embeds into your team to lead planning, vendor management, and optimization on a defined or ongoing basis.
Performance reviews, reallocation, and strategic guidance as the brand evolves quarter to quarter.
For teams that need a complete media plan now. Built on the same frameworks Cadence uses with retainer clients.
The Planner produces a complete, presentation-ready HCP media plan: channel mix, budget allocation, audience targeting logic, and measurement scaffolding -- in days, not weeks. Available as a one-off engagement, an annual team license, or a custom enterprise build.
"The Planner gives lean teams a faster path to channel logic, budget discipline, and vendor direction before a traditional planning cycle even gets moving."
-- The Cadence POV
Most engagements start with a 30-minute discovery call, followed by a focused media assessment (1--2 weeks). From there, Cadence either delivers a scoped project (media plan, audit, launch architecture) or embeds as an ongoing fractional partner with senior strategy time on a monthly basis. Minimum engagements are typically 3 months.
Both. Cadence works with pharma brands, biotech, medical device companies, and health tech platforms -- any organization trying to reach healthcare professionals with paid media. The strategic frameworks are the same; the channel mix and TA segmentation shift by category.
Yes. Many clients bring Cadence in specifically to provide independent oversight of their agency relationship -- reviewing plans, holding vendors accountable, and ensuring the client's interests are represented. Cadence has no media vendor relationships or commissions, so the advice is unbiased.
Three ways. First, Cadence is an independent strategist, not a vendor -- no commissions, no preferred publisher relationships, no rebates. Second, the seat is senior on day one, not handed off to a junior planner after the pitch. Third, engagements are scoped to outcomes, not retainer scope creep.
Yes -- the HCP Media Planner is a scoped, deliverable-based product. It produces a complete media plan for one campaign or target audience. The consulting engagements are for ongoing embedded strategic leadership. Many clients start with a Planner engagement and expand from there.
Cadence does not buy media, hold vendor contracts, or take commissions. Cadence does not produce creative, run search/social campaigns, or operate as a full-service AOR. The deliverable is strategy, planning, and oversight -- the buy itself is run by your AOR or in-house team, with Cadence accountable for the strategy behind it.
A senior strategist's actionable checklist for building your first HCP media plan. Audience strategy, channel mix, vendor diligence, measurement architecture, and team structure -- the questions a senior media lead asks on day one.
Please do not submit patient information or other PHI. See our privacy guidance.
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