Overview
Cannaceutica is a cannabis brand for patients with chronic pain. The established tagline, Cannabis With Evidence, is the backbone of the brand, and it was critical to the client that the brand look and act like medicine—meaning a thoroughly researched formulation, a clinical study, data-driven messages, and evidence behind every claim we make. Given our decades of experience in healthcare marketing, the ask was totally in our wheelhouse.
Clinical study recruitment
Cannaceutica needed to recruit patients with chronic pain who would be interested in participating in a clinical trial of cannabis. Unlike other clinical studies, the client couldn’t offer payment for participation, they needed to grab their attention in other ways. Garden State Greenhouse built this campaign from the insight that chronic pain patients feel frustrated and stuck in an unending cycle, living with their pain for months and years without true relief.
Branding
Garden State Greenhouse started with the insight that patients with chronic pain who are interested in cannabis don’t want to get high, they want to get well. And because Cannaceutica is a pill, the form factor is a hurdle they don’t have to contend with. We chose a deep, resonant blue that would stand apart from other products on the dispensary shelf. We kept secondary and tertiary colors to a minimum. Most importantly, the team included information patients would need to be comfortable choosing cannabis.
Education materials
Getting the dosing right is critical—feeling high is considered a side effect for these patients. Garden State Greenhouse researched the study protocol and created a patient-friendly titration guide that is clear, visual, and easy to follow. This type of information is also critical for physicians, many of who want to recommend cannabis to their pain patients, but don’t have enough knowledge to do so confidently. Our dosing guide gives them clear instructions to pass on to their patients. Additional materials are currently being written to support patients, physicians, and medical/science liaisons who will be talking with physicians at launch.
