Following the successful inaugural two-day event in 2018, Medcann World Forum has officially announced the 2nd annual event in Malta set for November 19th – 21st.
Key speakers at this year’s summit will include, Malta’s Prime Minister, Dr. Joseph Muscat. In 2008 Dr. Muscat was elected as the leader of the Labour Party and was subsequently elected Prime Minister on the 11th of March 2013. Dr. Muscat won his second term as Prime Minister in June 2017.
Hendrik Knopp, the Managing Director of Aphria Germany will also be addressing the forum in 2019. Knopp has been at the helm of Aphria Germany since the company was set up and has recently lead the process which resulted in Aphria being successfully selected by the German Federal Institute for Drugs and Medical Devices to receive a license for the domestic cultivation of medical cannabis in Germany.
Tjalling Erkelens CEO at Bedrocan has also been announced as one of this year’s speakers. For the past 26 years, Erkelens has developed and standardized unique methods of producing cannabis to pharmaceutical standards, to a level achieved by no other company. His strong commitment to product quality resulted in the Dutch Bedrocan production facilities being approved for GMP/API (Good Manufacturing Practice/Active Pharmaceutical Ingredients) by the Dutch Health Authorities in 2017.
Additionally, Prof. Anthony Serracino will be speaking at this year’s event. Anthony Serracino Inglott is a Professor at the Department of Pharmacy, Faculty of Medicine and Surgery at the University of Malta. He is also the Chairman of the Malta Medicines Authority, Chairman of the Malta Laboratories Network and a member within the Ethics Committee, Faculty of Medicine and Surgery and the board of governors of the Malta Competition and Consumer Affairs Authority.
Medcann World Forum is set on bringing together policymakers, analysts, researchers and business leaders, that will provide key insights from the professionals at the forefront of the cannabis industry.
Medcann World Forum 2019 will take place at the Mediterranean Conference Centre which has long been considered one of Valletta’s most remarkable landmarks. Located towards the tip of Valletta peninsula, the MCC stands for distinction with magnificent views across the Grand Harbour.
Disclosure: CannaImpact are the PR Agency for Medcann World Forum 2019
In the past 2 decades, Marijuana laws have increasingly been lifted and relaxed across the globe, hower cannabis continues to be frowned upon in most parts of the world, despite its proven medical benefits. Nonetheless, in the last few years, several countries and US states have laid the groundwork towards legalizing medical cannabis.
Additionally, several European countries have not only legalized medical cannabis, but they are starting to invest heavily in this promising industry. That being said, legalizing medical marijuana is not enough for a population to fully benefit from its many medicinal properties. There are various industries that are impacted by these new laws, and some of these industries cannot adapt fast enough to satisfy the population’s demand for cannabis treatments. Despite the ongoing expansion of legalization, there are still major changes that need to be implemented before anyone can fully embrace the advantages of medical cannabis.
In order for cannabis to be used in the pharmaceutical world, it needs to abide by strict production standards, and since this herb has so far been illegal in most parts of the world, we don’t yet have an efficient production model that can be implemented in the countries that legalized the drug. Nonetheless, Europe has taken upon itself to become the biggest cannabis market in the world. This is happening mainly because Europe does not want to depend on imports to support its cannabis industry. Moreover, it doesn’t hurt that the cannabis industry is proving to be quite a lucrative market. According to financial experts, the medical cannabis market is expected to be worth €55 billion by 2028.
However, in most of the legalized countries, the production process of legal medical cannabis still has a long way to go until it can satisfy the needs of the population. For example, in Germany, treatment stocks run out in a few days and most patients have to wait weeks, sometimes even months until they can have access to their prescribed treatments.
The illegal history of cannabis has hindered numerous research possibilities. Cannabis has indeed proved to have numerous health benefits and its side effects are not dangerous enough for governments to continue to outlaw this herb. Nonetheless, just because it is not dangerous, it doesn’t mean that we don’t need to study it further.
We still lack a lot of data regarding the proper dosage of cannabinoids, not to mention the fact that we haven’t explored many of the pharmaceutical preparation methods that this herb could support. As far as we know, smoking continues to be the fastest and most efficient way to get the right dosage in the body, but further research could change this fact.
Whether or not you have your own production system in place, or you rely on imports, simply owning sufficient cannabis is not enough in order to satisfy the population’s need. And that happens for a very simple reason: since this drug has been illegal for such a long time, there are no physicians that are trained to prescribe it. For example, in the UK, over 80,000 doctors are allowed to prescribe medical cannabis, yet only a handful of them do it. Clinicians don’t yet know the procedures required for prescribing medicinal marijuana. Medical cannabis has proven to be particularly efficient in alleviating multiple sclerosis symptoms. However, so far, only a few UK patients have been able to access the treatment, and until this problem is fixed, the black market will continue to thrive. This isn’t in the government’s interest, nor is it in the interest of the patients, who can’t be certain of the quality of the herbs that they are procuring illegally.
As you can see, there are still many challenges that hinder the development of the medical cannabis industry. Governments that have legalized or are looking to legalize medical marijuana must follow some strict guidelines so that patients can actually have access to proper treatments:
Creating a brand that stands out in a highly competitive market such as the CBD industry is certainly one of the most complex parts of building a long term marketing strategy, mostly because the process of creating ‘brand value’ has a life of its own. In other words, branding happens from moment customers first see and interact with a product and develop their own opinions about it, or alternatively, an opinion is formed from industry leaders, influencers, or celebrity endorsements. Nonetheless, there are strategies that brands and marketers can leverage in order to steer the branding process according to their vision and goals.
Up until early 2018, it would have been almost impossible to build a CBD brand for athletes. However, ever since the World Anti-Doping Agency decided to remove CBD from the list of prohibited substances, more and more athletes have opened to the idea of experimenting with CBD. In fact, famous athletes such as NFL linebacker Derrick Morgan, MMA Fighter Nate Diaz, and NFL offensive tackle Eugene Monroe, have publicly admitted to using CBD related products. Additionally, BIG3 has announced that will allow players to use CBD for pain treatment and recovery.
Now that we’re moving past the stigma surrounding CBD, you can build a reputable CBD brand that targets the specific needs of athletes. Here’s what it takes to design and launch a CBD brand and business targeted to athletes.
With branding strategies, things tend to get a little tricky when it comes to controversial products like CBD products, but the principles of marketing remain the same. It all comes down to knowing your target audience. So, why do athletes consume and use CBD products? Well, most of them do so to cope with the negative effects of the stress that they put on their bodies. Pain caused by physical trauma is one of the major factors that drives athletes to use legal cannabinoid products, which offer a safer alternative to over-the-counter pain relievers. With professional athletes, there is also the psychological stress to be considered, which usually leads to the main cause of depression and anxiety among top athletes.
“Exercise causes tiny micro-tears in muscle fibers, which when repaired, allow the muscle to grow back stronger. But there’s an inflammatory response,” said Andrew Kerklaan Ph.D., creator of the Dr. Kerklaan Therapeutics line of cannabis-infused topicals.
Scientists are still in the early stages of studying CBD at a clinical level, but according to Laurie Brodsky, HBSc, ND, Dirty Lemon‘s in-house naturopathic practitioner, CBD has been shown to suppress the inflammatory response, along with the neuropathic pain that athletes may experience. “Plus, it may improve sleep quality, and sleep is very important for recovery after exercise,” she says.
Thanks to CBD-infused protein powders, muscle rubs, and better-than-Epsom-salt soaks, CBD products are making their way into the sports supplement stack and post-recovery routines for everyone from amateur athletes to CrossFitters, and runners alike.
Nonetheless, the competition is not only CBD brands, but also over-the-counter pain relievers. Your best bet is to make a comparison between cannabidiol and traditional pain relievers, highlighting the pros and cons of each option. Since athletes put a lot of value on their health, you should highlight the natural side of your products, and the side effects of synthetic pain-relievers.
Aside from the fact that they tend to have high incomes, athletes are influential people, so their purchasing habits are likely to be imitated by their fans, which will help you be visible to a wider audience. Even local amateur athletes are micro-influencers, and you can even consider partnering with them for some marketing campaigns. Professional athletes are less likely to be open to such collaborations, but it doesn’t hurt to give it a shot.
One sport that puts its athletes through a great deal of physical stress and trauma, it’s football. Players who participate in this sport – whether on an amateur or professional level – are putting themselves at risk for serious injury, considering the substantial contact between players on the field. It’s not unusual for players to experience at least one major injury – or more – throughout their football careers. One top athlete in particular who claims to use CBD oil to effectively treat pain and inflammation that’s commonly linked to football training and injuries is Derrick Morgan, an NFL linebacker for the Tennessee Titans. In fact, he’s not the only football player in the NFL to support the use of CBD oil for athletes, and he likely won’t be the last.
If there is one concept that resonates with all athletes, that concept is definitely “the struggle” or the “competition”. When you market to athletes, don’t pretend to sell the ideal products for their needs. Instead, highlight how your brand has evolved in time, and detail the plans that you have in order to continuously improve your products. Talk about the rigorous lab tests that your products undergo and the challenges that you had to deal with in order to create premium products.
A perfect example is the Provacan CBD brand by CiiTECH which now sponsors the Israeli Rugby team. “Israel is the undisputed home of cannabis-based science and research and we are proud to be working closely to support grass-roots initiatives in an effort to promote the Israel Rugby Union – as well as advance the sport among the country’s growing youth player pool,” said Clifton Flack, founder and CEO of CiiTECH and developer of the Provacan CBD brand. “While Provacan CBD products are not yet available here in Israel, we have seen several high-impact athletes across the UK and Europe switch to CBD for recovery purposes after relating to certain head injuries, an unfortunate outcome of contact sports.”
“Israel is the undisputed home of cannabis-based science and research and we are proud to be working closely to support grass-roots initiatives in an effort to promote the Israel Rugby Union – as well as advance the sport among the country’s growing youth player pool,” said Clifton Flack, founder and CEO of CiiTECH and developer of the Provacan CBD brand. “While Provacan CBD products are not yet available here in Israel, we have seen several high-impact athletes across the UK and Europe switch to CBD for recovery purposes after relating to certain head injuries, an unfortunate outcome of contact sports.”
Most CBD products feature natural designs, with green and earth tones. While athletes value natural products, keep in mind that you are addressing an audience that is all about vitality. So, try to avoid the earth tones, and instead choose more vibrant colors like green and orange. Black is also a good color choice, as it inspires power. Nonetheless, stay away from blue and purple shades that can give your products a synthetic vibe.
Strong brand identity in the CBD industry can mean the difference between your company succeeding, or falling flat. The good news is that whether you succeed or fail is in your hands. Of course, CannaImpact is available to help every step of the way.
If you are a Cannabis or CBD based business that’s ready to take off, we are ready to support you in establishing your vision. We are a full-service brand and marketing agency that has helped dozens of growing Cannabis businesses tell their story and make an impact in today’s highly competitive landscape.