About

The operator behind Cadence.

Michelle Humes Perkins brings more than fifteen years of experience in HCP and patient/consumer (HCC) media and omnichannel strategy. Her work spans audience and channel planning, partner evaluation, budget allocation, activation oversight, and measurement.

She built the Cadence planning and evidence tools to organize research, compare scenarios, and keep assumptions visible. AI supports that work; Michelle reviews the evidence and owns the recommendation.

Cadence Health Media is her independent practice. Michelle leads the first conversation and does the work, with no media inventory to sell or commissions to earn. The Healthcare Media Decision Sprint gives lean biotech and healthcare teams a focused starting point for one launch or budget decision.

Expertise

Where the judgment comes from

Michelle's work spans the full commercial lifecycle of a healthcare brand: HCP marketing and prescriber audience strategy, patient and consumer (HCC) media, 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, consumer health 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 Patient & consumer (HCC) media DTC strategy Condition-based targeting Patient activation HCP-to-patient orchestration 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 Structured decision tools

Experience in practice

Two examples behind the approach

Examples from Michelle's prior employment, summarized from her career materials. These are not Cadence client engagements or independently audited campaign results.

Turning portfolio evidence into investment decisions

Challenge: A pharmaceutical portfolio needed coordinated recommendations across brands, channels and specialist teams, with clear budget accountability.

Michelle’s role: Senior agency client adviser, leading integrated briefings, investment scenario planning, scope management and budget reconciliation.

Approach: Michelle translated cross-channel performance and HCP engagement signals into investment reallocation and optimization recommendations. She brought strategy, communications planning, partnerships and analytics together around audience priorities and budget choices.

Delivered: Portfolio investment scenarios, reconciled budgets and unified recommendations for senior stakeholders.

Evidence boundary: This demonstrates documented strategy and advisory work; no quantified savings, campaign lift or prescribing outcome is claimed.

Resetting an HCP plan as information needs changed

Challenge: Changing HCP information needs and evolving treatment protocols required an existing media plan to be reconsidered quickly.

Michelle’s role: Healthcare agency strategy leader responsible for the rapid-response HCP plan rebuild.

Approach: Michelle revisited the existing plan and rebuilt it to reflect the changing professional information and treatment context.

Delivered: A revised HCP media plan responsive to the new environment.

Evidence boundary: The documented result is the strategy and plan rebuild. No unsupported channel changes, engagement lift or clinical outcomes are claimed.

Point of view

Examine the plan
and the execution

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 Perkins, Cadence Health Media

Work with Cadence

Bring the decision you need to make.

Start with the Healthcare Media Decision Sprint. Independent audits, fractional leadership, and agency support are available for broader needs.

Explore the Decision Sprint → Email michelle@cadencehealthmedia.com