Brand strategy
Define the real problem, the audiences that matter most, and the few priorities your brand plan should commit to.
AI-powered pharma and biotech marketing
From brand plan to every channel
Aequum Labs is my consulting practice and AI lab. I'm Mark Schulz, and I bring more than 25 years of pharma and healthcare marketing to two connected pursuits: consulting for brand and agency teams now, and building AI tools that help marketers move from strategy to action faster, with more room to test, learn, and improve.
- Available now AI-powered consulting
- In development AI planning tools
Services, available now
Work with me
By project, on retainer, or embedded with your team. I work directly with pharma, biotech, and healthcare marketing teams and their agencies to decide what the brand should do, plan how it shows up in market, and coordinate it across every channel. AI-assisted research, analysis, and planning help the work move faster without losing rigor.
Activation planning
Plan how the brand shows up in market, so the core creative and campaign advance the strategy, with agreed measures of what's working.
Customer experience and omnichannel orchestration
Extend the campaign across channels: what each HCP and patient audience needs, in what sequence, and what to stop funding.
About
Who you'd work with
Mark Schulz, Founder & Principal
I founded Aequum Labs to bring together the two things I care about most: solving hard healthcare marketing problems, and finding out how AI can change the way we do that work.
I've spent more than 25 years in pharma marketing, from three sides of the table: brand management at Pfizer, commercial strategy and analytics at WebMD/Medscape, and omnichannel experience planning at Omnicom healthcare agencies. The work spans launches and loss of exclusivity, HCP and patient programs, and therapeutic areas from oncology and cardiovascular to HIV, rare disease, and multiple sclerosis.
Along the way I started building AI tools, and led an agency AI program that grew from a 25-person pilot to more than 500 people.
Why “Aequum”?
Momentum in measure.
Aequum is Latin for the right measure. Keep moving at the right pace, and never let perfect stall progress.
How I work
AI does the heavy lifting: research, synthesis, scenario testing, and first drafts. The calls, and the accountability for them, are mine.
You can see the reasoning
My recommendations show the evidence and judgment behind them.
Built for the next decision
If a plan doesn't make the next move obvious, it isn't finished.
Know what's working
Agree up front how we'll know it's working, then adjust when the results say so.
In development
Beyond the deck
Great strategy shouldn't end with a presentation. Alongside my consulting, I'm building AI tools that keep the whole plan linked, from research and strategic evaluation to activation planning, channel orchestration, and measurement, so teams can learn as they go.
The aim isn't to replace marketing expertise or judgment. It's to help experienced teams spend less time pulling information together and more time deciding, executing, and improving.
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01
Understand
Ground the plan in context, audiences, and evidence.
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02
Decide
Weigh the options and commit to priorities.
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03
Activate
Turn choices into channels, actions, and measures.
These tools aren't available yet. I'm testing them, and what they do will change as they're refined.
Let's make progress
Have a marketing challenge that needs an experienced outside view? Curious how AI could change the way your team works? Building something and looking for an experienced collaborator?
Whether it's an engagement, a partnership, or a conversation about what's possible, I'd welcome hearing from you.