Marketing Management and Policymaking for Medical Cannabis: Overcoming Barriers and Shaping Strategies

Abstract

Objective: Medical cannabis has emerged as a promising therapeutic option, but its market acceptance faces significant regulatory, societal, and scientific challenges. This study explores pharmaceutical business managers’ perspectives on marketing strategies, brand architecture, and the value proposition of medical cannabis, aiming to identify approaches to overcome these barriers and guide policymaking. Method: Semi-structured interviews were conducted with 12 pharmaceutical managers to explore key challenges and strategies. Results: Key themes included the need for extensive scientific research, targeted communication to address stigma, effective marketing tactics, and long-term sustainability. Participants stressed the importance of rigorous, disease-specific research to establish medical cannabis’ therapeutic efficacy and build trust with healthcare providers and patients. Societal stigma was identified as a major barrier, with participants advocating for communication strategies that distinguish medical cannabis from recreational use and educate stakeholders. Marketing strategies focused on creating a unique value proposition, strong brand identity, and adaptive approaches to meet the diverse needs of healthcare professionals, regulators, and patients. Additionally, phased market entry strategies, beginning with pilot programs in regions with progressive regulatory environments, were recommended to pave the way for broader market expansion. Conclusions: This study offers valuable insights into the marketing management and policymaking necessary for integrating medical cannabis into the pharmaceutical market. By addressing regulatory uncertainties, societal stigma, and scientific gaps, pharmaceutical companies can unlock the full potential of medical cannabis as a credible therapeutic product. These findings lay the groundwork for future research and policymaking to promote sustainable growth in the emerging medical cannabis market.