Kai

kai
specialized copywriting and creative strategy

genetic medicine • biologics • pharma

kai is the practice of kimberley kaiserman — a senior-level copywriter and conceptual creative with extensive agency and consulting experience across pharma, genetic medicine, and biologics promotions. Her career spans more than 75 brands, disease states, and devices. In addition, kai brings familiarity with the regulatory, clinical, and legal aspects of bringing a product to market, or an idea to minds.

kai offers four essential services:

1. asset narratives — ownable verbal and visual stories for therapies in mid-to-late-phase trials that establish scientific rationale and emotional truth
2. conceptual creative treatments — campaign concepts, messaging frameworks, and elemental therapeutic brand identities for HCPs, patients and caregivers; disease awareness initiatives; and community programs
3. moa video scripts — narrative structures in animation script format that translate mechanism into visual storytelling, establish unmet need, differentiate therapeutic assets, and make the scientific case for funding and advancement
4. day 1 launch supports — foundational materials for market launches including brand creation, core visual aids, messaging architecture, disease awareness intiatives, company information, submission preparation and MLR defense

a broader range of strategic and creative capabilities is featured at the end of this site. kai works with companies, agencies, and universities as an independent consultant or contractor.

1. asset narrativeswhere science finds its story

Asset narratives are vision and voice statements that capture the potential of early-phase medical assets in search of commercialization — therapies with the science but not yet the story. Beginning in Phase 2 and fully developed through Phase 3, they help establish need, promise and legitimacy — helping to position assets early on and building leverage well before launch. In rare disease and genetic medicine, they can also help build market. They transfer seamlessly to agencies of record as Phase 3 closes.

generations of degenerationend the vicious cycle of ARSA gene mutation

Metachromatic leukodystrophy Rare/genetic
A toddler heading down an uncertain but protected neuron path was the iconic image developed as an asset narrative for this fatal genetic disease. Presented as both an unbranded disease awareness and a brand concept, it was ultimately selected for a concierge caregiver program. Concept, copy

masters of disguisenormal eosinophils versus variants gone rogue, infiltrating tissue in the esophagus and GI, and wreaking havoc

Eosinophilic disorders Rare/biologic
Eosinophilic disorders are hard to detect because healthy eosinophils occur naturally in the body — normal participants in immune response that, in disease, accumulate in tissue where they don't belong and cause damage. This campaign concept gave voice to that condition for an anti-Siglec-8 monoclonal antibody in Phase 3. Concept, copy

2. conceptual creative treatmentsbirth of brand

Conceptual creative treatments look very much like ads, and are the platform all other branded (and sometimes unbranded) communications derive from. It can be seen as brand’s first iteration, neccesary because, without coherent identity, market direction and effort fragments. A recognizeable combination of verbal, visual, and sometimes tactile elements that define everything but the medicine itself — is brand.

small is smart targeted microcopy and the use of black space creates a dramatic concept, voice, and tone for microneedle science

Fluzone Intradermal Immunology, medical device
HCP brand campaign concept
A new microneedle delivery system promised a less invasive, less intimidating injection experience. By leveraging the skin’s dendritic cells, 40% less vaccine was needed. Scientists hoped this would both encourgage immunization in younger adults (the demographic with historically lowest rates) and stretch supply during global pandemics. Self-administration was the future hope for the technology. Concept, copy

3. moa video scriptsaction heroes

Whether it's a small molecule finding its target, a genetic medicine delivering its payload, or a biologic doing what proteins do — the mechanism is the hero of the commercial story. Tight, crafted, professional scripts put science center stage and work like Hollywood to align action with onscreen animation.
scripts available upon request

4. day 1 launch supportseverything everywhere all at once

Branding, disease awareness, foundational materials, CVAs, symposia, videos, animations, and 1001 other executions across every audience that matters

interrupt progressionan option after failure

Potelegio/Cutaneous T-cell lymphoma (oncology) Rare disease/biologic
HCP brand campaign/hypertargeted emails
Poteligeo (mogamulizumab) is an anti-CCR4 monoclonal antibody. It targets CCR4, a receptor expressed on certain malignant T-cells. Approved for relapsed or refractory mycosis fungoides and Sézary syndrome, rare cutaneous T-cell lymphomas, it works by depleting CCR4-expressing tumor cells via antibody-dependent cellular cytotoxicity. Copy.

we almost forgot8 weeks of continuous control took his mind off infusions

Ultomiris/Atypical Hemolytic Uremic Syndrome Rare disease/genetic
HCP brand campaign
A young baseball player with a rare disease became a confident youth with a less frequent but equally effective treatment. CVA, website

CVAs (core visual aids)

managing post-hospitalization anemiaFlexible dosing eases the return home

Epogen Dialysis-induced anemia (hematology/CKD)
HCP Brand Campaign/CVA
Patients with chronic kidney disease have special challenges, among them dialysis and associated anemia. Individualized management of patients newly home from the hospital was the revised focus of this core asset. Copy revision

one esa. multiple options

individualized dosing and administration reduced risk

Aranesp CKD/hematology
HCP brand campaign/CVA
This detail aid emphasized the benefits of multiple dosing options and straightforward conversion for anemic patients on dialysis. Copy revision

reach further higher antibody concentration and faster delivery from first infusion

Octagam 10% Immunology/biologic/rare disease adjacent (primary immunodeficiency)
CVA/HCP brand campaign
Brought on board to stategically recraft core materials — with attention to the particular benefits of an indication for a higher-concetration infusion the could be administered from initial treatment. Website (also acting as CVA)

5. other

corporate & government communicationsCalifornia Institute for Regenerative Medicine (CIRM): journey to commericalization and beyond

California Institute for Regenerative Medicine (CIRM) Genetic Medicine Research Funding
California leads the nation in publicly funded genetic medicine research through CIRM, a 6-billion+ dollar state initiative. I researched, investigated, and wrote the 2024 annual report as CIRM’s funded assets approached commercialization — a critical time in the Institute’s trajectory — and to re-inforce its value as a taxpayer-funded asset with a strong California and community presence. Annual report, brochures, website

additional capabilities

kai brings senior-level execution across a full range of promotional and pre-commercial deliverables, including:
disease awareness & unmet need

Disease awareness campaigns
Unmet need narratives
Patient journey mapping copy
HCP education

brand & assset foundations

Brand platforms / messaging frameworks
Positioning statements
Vision narratives (pre-brand / pre-launch)
Asset identity copy

scientific & clinical communications

MOA/MOD scripts and narratives
Clinical data storytelling

Pipeline narratives
Medical conference materials

marketing /promotional writing

Detail aids / visual aids
CVAs (customer visual aids)
Branded websites
Email campaigns
HCP brochures

Patient brochures
Sell sheets / one-pagers
Leave-behinds, template emails, and other field force materials

launch

Day 1 launch packages
Internal launch communications
Sales force materials
Launch toolkits

digital & video

Video scripts (beyond MOA — patient stories, brand films, explainers)
Banner/digital ad copy
Social content (disease awareness)

managed markets/access

Payer/formulary materials
Patient support program copy
Reimbursement support pieces pre-commercial & scientific communications

pitch deck narratives & story architecture

Investor one-pagers
Executive summaries
Pipeline narratives
Company narrative & origin story
Scientific platform narratives
MOA & technology
Explainer scripts

with art/design partner

Websites (copy and design)
Partner-facing capabilities decks
Pitch deck narratives & story architecture
Animations, complex graphics, images, videos, charts, or polished professional work requiring visual sophistication and production-level execution