‘Our industry is rooted in stigma’: The challenges of medical cannabis marketing
Marketing in highly regulated industries can be a tightrope walk when it comes to balancing creativity with compliance.
Zoë Phillips-Price, head of brand at Montu Australia, offered a firsthand look at how her team successfully markets Alternaleaf, the nation’s largest alternative medicine clinic.
The digital health company provides prescriptions for alternative health therapies to support health and wellness, including medical cannabis.
“Our industry is rooted in stigma. However, this presents an opportunity for us to educate the industry and champion legislative change,” she said.
Phillips-Price, who stepped into her role eight months ago, has a robust background in brand management and marketing, with experience across multiple sectors.
The former Rebel Sport head of brand and creative said the challenges she faces working in her current industry “lies in navigating uncharted territories”.
“From a regulatory perspective, there are varying state and federal regulations that every telehealth provider needs to be aware of and adapt to the changes, as they happen, to remain compliant,” she explained.
“These changes impact the service delivery of telehealth and highlight the need for regulatory alignment to allow patients to access quality and instant healthcare services from anywhere in Australia.”
Alternaleaf’s approach prioritises patients, ensuring their needs for healthcare access remain central despite evolving regulations.
“How we communicate the above to our patients is impacted by the regulatory environment, and as such, we stay aware, alert and nimble,” said Phillips-Price.
Staying up-to-date with the latest rules and regulations is crucial for ensuring compliance and avoiding potential pitfalls.
“Operating in a highly regulated environment means we need to monitor and adapt to changes. While it sounds simple, it requires a considerable amount of time, resources, and people to ensure the business stays current and compliant.
“Not a day goes by without my team seeking legal counsel on the work we are doing.”
However, Phillips-Price notes that while the team dedicates a lot of time to staying informed, compliance does not limit creativity.
“Navigating a regulated industry requires ingenuity and imaginative approaches leading to innovative solutions that differentiate us in the marketplace.”
Her mantra? Be creative, considered, and compliant.
“Any business operating in a highly regulated industry should embrace compliant creativity and innovation but understand the immediate ROI is hard to measure. Embracing this mindset allows us to drive sustainable growth, focusing on long-term success rather than quick wins.”
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Should be completely legal and available in store without a prescription. It won’t be long.
Success in the delivery of healthcare in the cannabis space has nothing to do with marketing. Like all areas of healthcare, an appropriate care model delivered with a good ethical and moral foundation will always ensure success without the need for marketing, especially in this space where this would the exception rather than the norm. At the end of the day it is only the doctor/patient relationship where education and awareness can legally take place. No one else, especially marketers, should encroach this domain.