Changing perceptions of medical cannabis

Educational communications for Canopy Growth’s brand positioning

Challenge

In March 2017 cannabis is legally approved as a drug in Germany. Nevertheless, it still has a problematic image, because it is mainly perceived as an intoxicant. The medical possibilities, e.g. in pain therapy, are little known so far. Canopy Growth is the largest producer of medical cannabis in the world. When entering the German and European market in 2016, the Canadian company intends to position its medical brand Spectrum Therapeutics and educate about medical cannabis to overcome current prejudices. Klenk & Hoursch in this context employs trade media relations mainly targeted at healthcare professionals and patients.

Implementation

With the help of scientific findings, Klenk & Hoursch underlines the benefits and effects of medical cannabis, thus reducing existing reluctance of many doctors, pharmacists and health insurance companies. Through strategic media relations, we establish contacts with relevant experts and opinion leaders in specialist and general media. The communication activities include the development of a storyline and associated press materials, the implementation of research and studies, the placement of interviews and casuistics, presentations of leading international experts at major trade fairs and congresses, dissemination of newsletters to HCPs and cooperation with opinion-leading media to improve the public climate.