Decision 01
Competitive intelligence
Determine which competitors matter, what is observable, what requires licensed data, and what the evidence means for strategy.
The Cadence method
A better media plan starts with a better decision system.
Cadence makes the reasoning behind a recommendation visible: the question, inputs, alternatives, evidence, trade-offs, approval, and conditions that would change the call.
Question first
The commercial decision is defined before audience, channel, vendor, or budget choices begin.
Evidence visible
Sources, assumptions, licensed inputs, inference, uncertainty, and unknowns stay distinct.
Human accountable
Technology accelerates analysis. A named strategist still owns the recommendation.
The decision sequence
Four moves from open question to defensible recommendation
The same sequence runs through Cadence consulting and products, giving teams a consistent way to challenge and approve the work.
01 / Frame
Lock the decision
Clarify the objective, audience, operating constraints, decision rights, and evidence standard.
02 / Model
Build alternatives
Create credible audience, channel, sequence, investment, and measurement scenarios.
03 / Interrogate
Expose trade-offs
Compare every scenario against the same objectives, evidence, uncertainty, and risk.
04 / Commit
Record the call
Document the recommendation, rationale, owner, assumptions, and change conditions.
Where it applies
Four decisions the system is built to resolve
Each workstream is commissioned as consulting. Competitive intelligence is also available as the licensed workspace.
Decision 02
Audience architecture
Define the relevant universe, priority needs, segments, exclusions, evidence, and communication roles. Distinguish strategic relevance from the audiences a partner can reach.
Decision 03
Media plan design
Assign channel roles, compare allocation scenarios, estimate exposure ranges, and connect measurement to the commercial objective.
Decision 04
Operating governance
Clarify decision rights, evidence standards, quality controls, partner roles, reporting logic, and the conditions for optimization.
Patient/consumer (HCC) planning
Start with the person and the next useful action.
Patient and caregiver needs shape the audience, content, and channel decision. Use available research and authorized evidence; keep untested assumptions visible.
01 / Need and barrier
Define the moment
Identify the journey stage, information need, caregiver role, and intended next action. Assess literacy, language, accessibility, and digital access before deciding which formats and channels can help.
Separate barriers media can address, such as awareness or preparation for a conversation, from affordability, referral, or service-capacity barriers that need another owner.
02 / Content and review
Plan within the available content
Clarify branded promotion versus unbranded disease education, approved messages and destinations, and review dependencies. Name the client's medical, legal, and regulatory review owners and account for content availability in the schedule.
This is communication strategy. Clinical advice and approval of medical or promotional content remain outside the planning scope.
03 / Connection and evidence
Give each touchpoint a role
Connect patient education and preparation with relevant HCP education and approved support resources. Define the owner and next step at each point without assuming individual patient-to-HCP identity linkage.
Compare audience signals with contextual options. Record provenance, documented permissions, observed versus inferred evidence, and what cannot be established.
Choose the next step
Use the method once, or make it repeatable.
Engage Cadence for a focused decision or license the protected workbench for your team.