Case studies

Defensible recommendations, made faster.

Engagements are presented anonymously — no client names, brand names, or revenue figures. What follows are the structural decisions made, the rationale behind them, and how the planning engine shaped the outcome.

Featured · Commercial mapping

TVCG — mapping a cardiology launch
to a single defensible plan

A specialty cardiology brand — anonymized here as “TVCG” — faced a competitive launch and a single planning window. The brand team had a budget and an objective, but no structure leadership could confidently approve.

Situation

A defensible omnichannel launch plan was needed in one cycle. Audience, channel and budget trade-offs had never been evaluated side by side.

Approach

Cadence ran a Commercial Mapping engagement — mapping the prescriber journey to audience, channel role and KPI, then scoring scenarios in the planning engine.

Outcome

A conversion-led recommendation with documented rationale, reviewed and signed by a senior strategist — approved in a single leadership review.

Journey stage
Awareness
Consideration
Trial
Adoption
Audience
Target cardiologists, decile 5–10
Decile 7–10 writers
High-intent decile 8–10
Early adopters, staff & NPs
Channel role
Med publisher, programmatic
HCP DSP, HCP network
Point-of-care, HCP DSP
Email, rep-triggered
Message
Mechanism & unmet need
Efficacy & differentiation
Access & first script
Persistence & support
KPI
Qualified reach
Engaged frequency
NBRx lift
Depth & persistence

Illustrative commercial map. Figures and structure are representative of the methodology, not a specific client engagement.

From map to recommendation

The planning engine scored the trade-offs

Cadence planning engine — a conversion-led omnichannel scenario with recommended channel mix, budget allocation and the rationale behind each decision
Illustrative scenario from the Cadence planning engine — a conversion-led mix with documented rationale. Figures are representative.
More engagements

Structural decisions, made deliberately

Specialty Rx · Targeting framework

Rebuilding the audience framework before the brief went out

An NPI list built around what a data vendor could reach — not prescriber behavior. Cadence revalidated segmentation against decile and specialty distribution, then documented the rationale in the agency brief. The program launched on an independently validated audience.

Biotech · Vendor consolidation

Consolidating a fragmented vendor stack

Four vendors, overlapping capabilities, conflicting performance claims. A capability audit and role-definition exercise reduced the stack to two primary partners on a single attribution framework — enabling unified reporting for the first time.

Specialty Rx · Measurement governance

Building launch measurement before go-live

A media plan with no documented KPI hierarchy. Cadence designed the measurement framework — KPI hierarchy, attribution methodology, reporting cadence, optimization rules — before launch, and built it into vendor contracts.

Established brand · Attribution clarity

A single attribution source of truth

Three measurement partners, three irreconcilable results after a platform migration. Cadence designated a primary attribution framework with defined supplemental roles — restructuring leadership reviews around one source of truth.

Recognize your situation here?

A brief conversation is enough to identify whether an engagement makes sense and which structure would be most useful at your current stage.

Start the conversation → See services