Kai
Asset narrative and branded promotional copywriting. Phase 2 through commercial lifecyclegenetic medicine • biologics • pharma
Kai is the practice of Kimberley Kaiserman, a senior-level copywriter and conceptual creative with 20+ years of agency and consutling experience across pharma, genetic medicine, and biologics on more than 50 disease states, products, and brands.
Central to the work is a specific genre: ownable verbal and visual identities for products that need to be defined, understood, believed in, and acted on by investors, partners, healthcare practitioners, and patients.
The practice spans Phase 2 asset narratives through commercialization, brand launches,promotions, and lifecycles — first voice, MOA storytelling, disease education, unbranded and branded campaigns, messaging, HCP and patient promotions, corporate/governmental communications, and more.
Full samples and targeted portolios avaialable upon request
Brand and Pre-Brand Treatments
Capture the essence, dynamic, and potential of small molecules, biologics, and genetic medicines. These unique “branded inbranded” treatments legitimize and position products early on, gaining you leverage well before launch. They are easily be transferred to agencies as Phase 3 closes.
1. Generations of Degeneration
Test to end the vicious cycle of ARSA gene mutation.
Metachromatic leukodystrophy
Branded unbranded disease state education (HCP) concept
Rare/genetic
A toddler heading down an uncertain but protected neuron path was the iconic symbol developed for unbranded and brand promotions of this fatal disease, including this HCP prompt to test.
What was it for
Concept, copy
2. Masters of Disguise
Normal eosinophils in the bloodstream versys variants gone rogue, infiltrating tissue in the esophagus and GI tract, and wreaking havoc.
Eosinophilic disorders
Branded unbranded disease state education (HCP) concept
Rare disease/biologic
Eosiniphilic disorders can be hard to detect because healthy variants are found naturally in the body. In EoE (eosinophilic esophagitis) and EG (eosinophilic gastritis/gastroenteritis), normally minor eosiniphilic players in the immune response become villains, accumulating in tissue where they don't belong and causing damage. This concept gave voice to those tensions. A voice and tone trial gave voice to those tensions as the Allakos anti-Siglec-8 monoclonal antibody pepared to enter Phase 3.
What was it for
Concept, copy
3. The Path Less Taken.
Blocking dual pathways means regaining health and cellular rebirth.
Primary sclerosing cholangitis (PSC) /HCP disease state education/tonal statement
Rare disease/genetic
CCL24 is a soluble protein that simultaneously drives two destructive processes in the liver: immune cell recruitment and fibroblast activation. By neutralizing CCL24 upstream — before it can engage either pathway — nebokitug delivers a single intervention with dual downstream effect, blocking both inflammation and fibrosis at their shared source. what this looks like
4. Small is Smart.
Targeted microcopy and the use of black space created a dramatic concept, voice and tone for microneedle science.
Fluzone Intradermal/HCP brand campaign
Medical device
A new microneedle delivery system promised a less invasive, less intimidating experience. In additionan, by leveraging the skin’s dendritic cells, 40% less vaccine was needed. Scientists hoped this would both encourgage immunization in younger adults, the demongraphic with historically lowest rates, and help stretch supply during global pandemics. Self-administration was the future hope for the technology. THE CAMPAIGN CHALLENGE
Concept, copy
Emails and Websites
Making brand campaigns digital, digestible, and targeted
Interrupt Progression.
With another an option after failure.
Potelegio
Cutaneous T-cell lymphoma (oncology)/ HCP brand campaign/hypertargeted HCP emailsRare disease/biologic
Poteligeo (mogamulizumab) is an anti-CCR4 monoclonal antibody. tI targets CCR4, a receptor expressed on certain malignant T-cells. It's approved for relapsed or refractory mycosis fungoides and Sézary syndrome, both rare cutaneous T-cell lymphomas. It works by depleting those CCR4-expressing tumor cells via antibody-dependent cellular cytotoxicity. Copy
8 weeks of continuous control took his mind off infusions.
UltomirisAtypical Hemolytic Uremic syndrome/HCP brand campaign/website and brochure
Rare disease/genetic
A young baseball player with a rare disease became a confident youth with a less frequent but equally effective treatment. Patient voice. Brochure and website copy
Foundational Materials - HCP CVAs
The source of claims and brand messages from which all else flows
Managing Post-Hospitalization Anemia
Flexible dosing eases the return home
Epogen/HCP CVADialysis-induced anemia (hematology/CKD)
Patients with chronic kidney disease have special challenges, among them dialysis and associated anemia. This detail aid addressed individualized management of patients newly home from the hospital.
Copy revision.
One ESA. Multiple Options.
Individualized dosing and administration reduced risks
Aranesp/HCP CVA
CKD/hematology/pharma
This detail aid emphasized the benefits of the multiple dosing options and straightforward conversion for anemic patients on dialysis. Copy revision.
Reach Further From the Start (websites and brochures)
With this first and only
Ocatagam/HCP brand campaign
Immunology/Rare genetic disease WRITE SOMETHING
Corporate/Government Communications
Our Journey Forward
Genetic Medicine/Government/Annual Report, brochures, website
CIRM (California Institute for Regenerative Medicine The state of California leads the nation in establishment of a 6-billion+ dollar funding initiative for stem cell-based genetic medicine research. The initiative was wide-reaching and included universities and research institutions, specialty hospitals, clinical trail labs, education and outreach programs, and, most recently, involvement in clinical trial co-sponsorship and sponsor acquisition. Every funded initiative was also a DEI program. Annual report, brochures, website.
Full samples and targeted portolios avaialable upon request