Science-grounded content for psychedelic-assisted therapy.
Hey, I'm Nic. Hernandez
I write for people working in psychedelic-assisted therapy. Therapists running ketamine clinics. Companies building the infrastructure around this field. Researchers who need their work to reach beyond the lab.
The Gap
If you're in this space, you've noticed the writing is either over here or over there. On one side, heavy mystical framing — crystals, plant allies, "the medicine." On the other, dry clinical language that connects with nobody.
Neither serves the person deciding whether this therapy is right for them. That gap is where Copy Tonics lives.
How I Got Here
I started in writing. Ran editorial at the college paper, then took every writing job I could find — journalist, auction catalog writer, anything that taught me how to make words do work.
Then I spent 11+ years in tech support — 7+ at Apple, 4 at CrashPlan — building the tools I'd need to do this for real: a KCS v6 Fundamentals certification, published work in AEO and content strategy, and years of practice translating complex technology into language people can use.
When I started paying attention to psychedelic-assisted therapy, the pattern was obvious. The science is real. The legislation is moving. The clinics are opening. But the writing that connects all of it to the people it serves is lagging behind.
Good science badly explained helps no one. Bad science dressed up in spiritual language hurts people. So I started writing. Copy Tonics is the result.
Good science badly explained helps no one. Bad science dressed up in spiritual language hurts people.
What I Believe About This Work
- Respect the mystery, but don't hide behind it.These substances have real therapeutic potential. That deserves serious, clear communication — not vibes.
- Honesty over certainty.Nobody in this space has it figured out yet. The research is promising but early. Writing that pretends otherwise isn't trustworthy.
- Plain language is the craft.If a 12-year-old can't follow the sentence, it probably isn't well-written. Complexity is no excuse for bad writing.
- The audience matters more than the topic.Who's reading? What do they need? What are they afraid of? Good content answers those questions before they're asked.
When I'm Not Writing
I read. A lot — 1.4 million+ words of highlights indexed in a personal knowledge system, and counting. I play video games. I solve technical problems for the fun of figuring out how things work. I live in Minneapolis.
I also build work at nichernandez.com — content strategy, AEO, and emerging tech writing. That's where to see the full range.
If your content isn't doing the work it should — let's talk.
Let's Work