The help you need.
A scope you can act on.

Healthcare Media Decision Sprint

For lean emerging biotech and healthcare teams facing one launch or budget decision. One brand. One market. One decision.

Timing

A clear media recommendation in a focused, ten-business-day sprint. Timeline confirmed after reviewing your scope and inputs. Start date depends on Michelle’s availability. Missing inputs, delayed feedback, or a changed question may require a revised timeline.

Bring

A decision question and deadline, one decision owner, budget boundaries, audience priorities, an existing plan if available, and permitted evidence. Include available measurement and reporting constraints. Start the inquiry with category-level detail only.

Commercial terms

A fixed project fee quoted after a fit review. Written scope and fee are agreed before work begins.

Five concrete outputs

1. Reconciled inputs. Definitions, conflicts, missing evidence, and assumptions in one place.
2. Three scenarios. Comparable options with trade-offs and explicit uncertainty.
3. An editable workbook. Inputs, calculations, and scenario assumptions your team can update.
4. An evidence ledger. Source, date, permission, confidence, and caveat for each material input.
5. A reviewed recommendation. Audience priorities, channel roles, investment allocation, and a measurement plan: what to track, who owns it, and when to review. Michelle Humes Perkins explains the trade-offs, evidence gaps, and conditions for changing course.

Includes one kickoff, one recommendation discussion, and one consolidated revision within the agreed decision. Proposed sequence: days 1–2 align inputs; days 3–7 develop evidence and scenarios; days 8–10 cover the recommendation and revision. The schedule is agreed at kickoff. One decision owner coordinates feedback within two business days.

AI accelerates research organization and scenario drafting. Michelle checks sources, challenges assumptions, and owns the recommendation. The value is her judgment, not an automated answer.

HCP and patient/consumer (HCC) planning are included where relevant. Primary research, purchased or licensed data, media buying, activation, creative production, legal or MLR approval, and ongoing optimization are excluded. Additional brands, markets, decisions, or revisions require a separate scope. The Sprint provides a recommendation, not a performance guarantee.

Pressure-test the spend.

For teams that need an independent view of HCP and consumer audience quality, vendor evidence, and how audience definitions translate into delivery.

Bring

Vendor match and delivery reports, audience policies, relevant contracts, and activation setup.

Format & timing

Fixed project fee. Typically 2–3 weeks after the required inputs are available; coverage is agreed in the scope.

What you leave with

• Evidence and quality scorecard for the partners in scope
• Audience, identity, refresh, and supply-path findings
• Documented reporting gaps and what cannot be verified
• Estimated financial exposure only where the evidence supports a range
• Prioritized fixes, owners, and questions for partners

A match-rate gap is a reason to investigate. It is not, by itself, proof of wasted spend.

Patient/consumer (HCC) reviews assess the evidence for audience relevance: data provenance, documented permissions, observed versus inferred signals, contextual alternatives, and reporting limits. A condition-based segment does not establish an individual's diagnosis. Reach, frequency, publisher quality, and unknowns are documented within the agreed scope.

Lead the work.

For a launch, an agency transition, an in-housing move, or a gap in senior media capacity. Michelle takes an active role alongside the people delivering the plan.

Bring

The immediate priorities, team structure, partner responsibilities, and decisions that need an owner.

Format & timing

Fixed monthly fee. Availability, responsibilities, meeting cadence, term, and notice period are agreed in writing.

What the role can cover

• Audience, channel, and investment strategy
• Partner evaluation, negotiation, and briefing
• Activation oversight with your buying partners
• Optimization priorities and measurement design
• Leadership recommendations and team working sessions

For agencies, the role can sit under your brand or alongside it.