Meet Adam Pawluk, Rx4good’s New President
- by: Chris Schultz |
January 15, 2026 - Categories:
This month, Adam Pawluk joined Rx4good as President. He brings deep healthcare leadership experience and a track record of client-first innovation that fit perfectly with Rx4good’s ethos and high standard of service.
Below is a brief Q&A to introduce Adam and share his perspective on where the industry is headed, what won’t change, and why elevating patient voices remains essential to better strategy.
Chris Schultz: You’re stepping into this role at a time when patient advocacy is evolving quickly. How do you see the landscape right now?
Adam Pawluk: Our patient advocacy clients see the same buzz we all do around AI, around the need for data, and the need to show value. As an agency, we are doubling down on our efforts to prove what we all know to be true: patient advocacy adds fundamental value to the business.
The big opportunity for us is to quantify that value in ways that resonate for a CEO, a CFO, across the C-suite, at pharma and other organizations.
Chris: Rx4good works with both early-stage biotech companies and large global pharma organizations. How do you think about serving different types of partner companies across the spectrum?
Adam: We’re guided by two things: One is, “What do our clients need?” A small or mid-size biotech, preclinical or clinical stage, may be looking for very deep, heavy engagement with their team, in some cases even serving as their patient advocacy function. We are well-equipped and very happy to do that.
A larger organization has more capacity internally, has more resources and often bigger teams, and comes to us because they know the excellent, specialized work we do in engaging patient communities. We always bring forth our best strategic thinking and ideas as we respond to the client’s needs.
The other place we take our cues is from patient advocates and patient communities. A big part of our job is to understand their needs, understand the community dynamics, and make sure we are representing those appropriately across each client organization, large or small. We exist to elevate the patient voice—to make sure that it’s heard.
Chris: Many advocacy organizations care deeply about continuity and long-standing relationships. What should partners expect as leadership transitions over the coming months?
Adam: Continuity is key, especially for our clients and patient communities. We want to make sure there is a completely seamless experience for all of them, and Ann (Moravick, our CEO and founder) remains very much a part of the Rx4good story. She continues to provide strategic guidance and counsel and is tapping into her long-standing relationships where it’s most useful and most valuable. I consider this a “both-and” scenario, not an “either-or.” I am joining, and we are adding to the agency.
Chris: What principles guide your approach to patient advocacy work?
Adam: There are a few principles that I come back to all the time. One is listening or, more accurately, understanding: truly giving patients and advocates the space to say what they need to say, express what they need to express, and then coming to understand it through continued conversation or more research to get the full picture. It is so very important that we truly understand where patients and advocates are coming from.
The other element that I think is so important for us is innovation. It’s very easy to fall into a trap of doing what is tried and true because it works, or has worked historically. We are now in an age where we get to reevaluate a lot of this and think about how we spend our time. How can we make the time we have to connect with people more valuable, more enriching, and more productive? That requires us to think differently.
That does not mean AI-everything. We have a big opportunity to think differently about patient advocacy and how we elevate the patient voice.
Chris: How do you think about growth for both Rx4good and the broader advocacy ecosystem?
Adam: No other agency knows how to connect with patients and advocates at a truly human level like Rx4good does. The opportunity is to build on that expertise at the same time we create new tools and new approaches. We can make those human connections stronger and really lean into what makes us human.
I also think the way we define advocacy needs to expand. What is an advocate? What is an advocacy organization? In some cases, a single patient has even more sway or influence than a whole organization with millions of dollars behind it. We need to expand our definition if we want to truly engage patients and elevate their voice. We need to think broadly about the people and groups driving the discussion, and who has unmet needs.
Chris: Is there anything personal that you want to mention? I saw that you are a motorcycle enthusiast.
Adam: I love watching the bees work in the garden as much as I love carving curves. There is a time for reflection and a time for action. Sometimes it’s one, sometimes the other. This balance is helpful and important.
Chris Schultz leads Rx4good’s client development: chris.schultz@rx4good.com
