Hi there, I'm Karen Zusman (KZ).
I help organizations communicate complex ideas with clarity, truth, and resonance.
For more than fifteen years, I've worked as a copywriter and Associate Creative Director across healthcare, technology, wellness, and consumer brands. I've built brand voices, developed messaging systems, scripted films, supervised shoots and edits, and led creative from concept through production.
But writing is only part of my process.
Before I write, I listen.
I've spent countless hours interviewing scientists, physicians, engineers, founders, farmers, parents, and patients. Every project begins with understanding what matters, then distilling complexity without losing what's true.
Whether I'm developing a voice guide for a biotech company, scripting a film, or shaping communication across every touchpoint, I'm guided by one question:
What has this organization actually earned the right to say?
The same philosophy guides my work behind the camera. Whether I'm writing or photographing, I'm striving for work that's grounded in truth, but also resonant—work that leaves people with an image, an idea, or a feeling that lingers.
I'd love to hear from you.
A selection of brands I've worked with over 15+ years, across agencies and direct engagements.
Consumer
Brand development, apps, brand voice, taglines, naming, packaging, video, web, social, manifestos — concepted and written across the full range of what a brand needs to say, especially when the voice has to be built from nothing.
A quick look at my client roster shows the breadth of industries I've written for, with particular depth in beauty, health & wellness, and cannabis — plus IRYS, a new photography app built in direct response to photographers' growing dissatisfaction with Instagram.
No password needed — just use the nav.
Pharma
Concepting, pitching, and daily support across DTC and HCP, in a category where every claim has to earn its place.
DTC: DTC: Cardiac, Diabetes, Hepatitis, Migraine, Multiple Sclerosis (MS), Oncology, Primary Immunodeficiency (PI), Psoriasis & Psoriatic Arthritis, Crohn's & Ulcerative Colitis, Pulmonary (COPD), Mental Health (Schizophrenia), Rare Diseases (Spinal Muscular Atrophy)
HCP: Psoriasis (Gastro and Skin), Anemia of CKD, Migraine, Multiple Sclerosis (MS), Mental Health (Schizophrenia)
I often embed directly with strategy — it's the best way to pressure-test a concept and stay tightly on brief.
Please contact me for the password to see my recent pharma work.
