About

The strategist behind the method.

Cadence Health Media is the independent practice of Michelle Humes. For more than 15 years, she has built, defended, and rebuilt healthcare media programs for pharmaceutical, biotech, and health technology brands — the kind of high-stakes work where a structural decision made early either holds for the whole campaign or quietly undermines it.

Cadence exists because the parties best positioned to advise on healthcare media — agencies, platforms, data vendors, publishers — all have a financial stake in a particular answer. Cadence provides the one thing they structurally cannot: genuinely independent strategic judgment, accelerated by proprietary planning technology.

Expertise

Where the depth 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 the platforms and partners that define modern healthcare media — among them DeepIntent, Doximity, and PulsePoint — spanning endemic and non-endemic environments, point-of-care, and measurement design. It means understanding not just how channels are sold, but how they actually perform against a commercial objective.

The Cadence planning engine encodes that judgment. It is how a 15-year strategist reasons about a plan, made fast and repeatable — so every recommendation carries senior thinking, not just model output.

Core areas

Healthcare media strategy HCP marketing Omnichannel strategy Programmatic NPI targeting Commercial strategy Launch architecture Channel planning Attribution & measurement Vendor governance DeepIntent Doximity PulsePoint

How Cadence approaches the work

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

No media inventory, no commissions, no platform bias. The recommendation is the only thing being sold.

Principle 02

Judgment over output

The planner 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

Bring independent judgment to your next decision

A focused conversation about your current stage and where the most consequential decisions are being made. No pitch — just a direct read.

Start the conversation → See the planning engine