How medical cannabis stirs emotions

The Canify® Launch

Stakeholders engaged in the supposed future market of medical cannabis face several challenges.

Doctors still do not have satisfactory information, and patients are not sufficiently informed and even face prejudices. With the launch in mind, it was essential for our client Canify® to have not only a communication agency as a partner but also IQVIA. Together with our consulting colleagues, a target group potential analysis and prescriber typology formed the basis of the work for Canify®.

Who and where are the prescribing doctors, and how can they be reached most effectively?

The answers to these questions were the fuel for the launch campaign. This was also revealed, among other things, in a competitive analysis: The patient focus was missing, and the needs of patients were underrepresented in the communication so far.

This is exactly what the introduction campaign for Canify® aims at:

Under the slogan "Motivation Mensch" (Human Motivation), the emotional appeal addresses prescribers to finally provide patients with chronic pain a promising alternative.

The product communication was accompanied by an awareness campaign that pointedly addresses the myths and prejudices surrounding (medical) cannabis – again with people at the center. Are those affected by chronic pain, etc., to be condemned, or rather the scandalous undersupply? Canify® delivers an impressive and attention-grabbing statement here.