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Although voters approved a constitutional amendment in 2016 expanding Florida’s medical cannabis program, federal and state restrictions still present challenges. Nonetheless, demand for medical cannabis continues to become more mainstream, particularly among the state’s large over-65 population. If you are evaluating the best ways to market your medical cannabis practice, here are three considerations.
First, remember that while building your practice is your goal, effective marketing is based on a strategy. When it comes to marketing medical cannabis, consider focusing your marketing on something of value to potential patients, such as education, rather than sales. Using cannabis products legally for health reasons is a relatively new opportunity and as such creates questions in some people’s minds. Are there side effects? Will it make me groggy? Will I get high? Is it addictive? People are likely to turn to Google searches for answers, and they should find you there. An informative blog on your website can position you as the trusted, go-to source of information. Be prepared to make a substantial time investment in writing at least one informative blog post per week or invest in the services of a talented writer to write the blog posts for you. Make sure your website represents you well and is properly coded for search. The commitment is substantial if you’re going to do it right, but you will be rewarded by earning people’s gratitude for providing the information they seek.
Second, no matter how dramatically the tools of marketing advance with new technology, one thing will never change, and that is the power of word-of-mouth endorsements. People trust recommendations from friends, associates and family more than any type of professional marketing. Networking and speaking opportunities can help you become known and respected in your field, as will your participation in local health and wellness fairs. Be prepared to spend time researching upcoming events, inquiring about participation on panels and preparing your presentations. Personal engagement takes planning, time and resources, but it’s an invaluable way to build relationships, word-of-mouth recommendations and trust.
Having a strategy, such as focusing on education and personal engagement, underscores the importance of your website. It needs to be the “home base” for your practice and the place people go to learn more about you and get in touch. Don’t cut corners. Hire a professional web developer and SEO professional to help with search functions. Author a content-rich blog. Keep the site dynamic by adding relevant, search-friendly content on a regular basis. An attractive, up-to-date website, rich in information that people seek and well optimized for search, is the cornerstone of your marketing.
Considerations related to marketing medical cannabis are likely to change over time as it becomes more mainstream, and your marketing plan can adapt and expand accordingly with the many tools of public relations and advertising. As much as things evolve, however, a strategy that positions you as a trusted expert will never go out of style.
