About

The operator behind Cadence.

Michelle Humes has spent more than fifteen years agency-side leading HCP media and omnichannel strategy for healthcare brands, with direct responsibility for audience and channel planning, partner selection and negotiation, budget allocation, activation oversight, and measurement. She has led launches, run planning teams, and stepped into plans that were already in market and structurally wrong.

She has also consulted to investors and strategy firms on point-of-care media, HCP data infrastructure, and commercialization economics, and built the Cadence planner and evidence workspace so that scenario work that used to take weeks takes days.

Cadence Health Media is her independent practice. It exists for the moments when a brand or an agency needs a senior media operator in the room now, with no inventory to sell, no commission to earn, and no junior team waiting behind the pitch. Michelle leads the first conversation and does the work.

Expertise

Where the judgment comes from

Michelle's work spans the full commercial lifecycle of a healthcare brand: HCP marketing and prescriber audience strategy, omnichannel sequencing and integration, NPI-level targeting, programmatic activation, and the commercial strategy that connects media decisions to business outcomes.

That experience is hands-on across endemic and non-endemic HCP media, precision audience activation, point-of-care, programmatic, publisher, and measurement environments. It means understanding not just how channels are sold, but how they should work together against a commercial objective.

The Cadence planning method translates that judgment into a repeatable decision system, while keeping assumptions visible and final accountability with the strategist.

Core areas

Step-in media leadership HCP marketing Omnichannel strategy Programmatic NPI targeting Commercial strategy Launch architecture Channel planning Attribution & measurement Vendor governance Endemic HCP media Point-of-care Precision activation List-match and clean rooms AI-assisted planning

Point of view

The most expensive mistakes
are structural, not executional

Audience definitions built around what a vendor could reach. Attribution chosen by the parties being measured. Channel architecture shaped by contracts rather than prescriber behavior. These failures are predictable, and largely avoidable with independent judgment at the right point in the cycle.

Principle 01

Independence is structural

Separate strategic judgment from inventory, commissions, and platform incentives so the logic can be evaluated on its own terms.

Principle 02

Judgment over output

The method accelerates the analysis. A senior strategist owns the framing and signs the recommendation.

Principle 03

Defensible by design

Every recommendation is documented with rationale leadership can review, question, and stand behind.

The question is not whether your media program is being managed. It is whether the people managing it have any incentive to tell you when the structure is wrong.

Michelle Humes, Cadence Health Media

Work with Cadence

Start with a conversation about the work.

Step-in media lead, audience integrity and list-match audits, media planning, and AI planning automation for healthcare brands and the agencies that serve them.

Book a 20-minute scoping call → Email michelle@cadencehealthmedia.com