Marketing Management and Policymaking for Medical Cannabis: Overcoming Barriers and Shaping Strategies

Abstract Objective: Medical cannabis has emerged as a promising therapeutic option, but its market acceptance faces significant regulatory, societal, and scientific challenges. This study explores pharmaceutical business managers’ perspectives on marketing strategies, brand architecture, and the value proposition of medical cannabis, aiming to identify approaches to overcome these barriers and guide policymaking. Method: Semi-structured interviews were conducted with 12 pharmaceutical managers to explore key challenges and strategies. Results: Key themes included the need for extensive scientific research, targeted communication to