A reflection from the Comprehensive Cancer Center

Visiting the Comprehensive Cancer Center prompts an inevitable introspection about the direction of the medical cannabis industry in Puerto Rico.

Are we truly fulfilling our mission?

Are we reaching those who need it most?

Without intending to offend or point fingers, as I know and value many people committed to this industry, it is necessary to conduct an honest analysis of the marketing we have developed so far.

In marketing, there's a universal rule: communicate with your target audience in mind. If we want to reach older adults who could benefit, we shouldn't use childish or juvenile visuals or narratives. An older adult is unlikely to connect with cartoons, colorful packaging, or graphic styles that evoke parties or entertainment. That simply doesn't resonate. And without connection, there's no conversion.

Much of the communication campaigns and strategies have been clearly oriented

It was aimed at the recreational market, not at patients with conditions like cancer, nor at those who could benefit the most, people aged 55 and over, who also represent a demographic majority.

For example: How do we explain to a 70-year-old terminal cancer patient that a "gummy" with fluorescent packaging and a youthful design is a serious treatment?

I don't question the product's effectiveness, but I do question the image it projects. Perception matters, especially in medicine. How many brands, growers, or manufacturers are offering serious and consistent education in relevant settings? We're talking about hospitals, care facilities, nursing homes, academic institutions, the Comprehensive Cancer Center, and forums with medical specialists.

Instead, we see most efforts focused on social activities like beach clubs, concerts, or themed festivals. These initiatives can be useful and appealing, yes, but they rarely reach the truly patient.

Recognizing these shortcomings is the first step toward improvement and evolution as an industry. If older adults represent the majority of the demographic that could benefit from medical cannabis, why do we continue to target a younger audience already familiar with the plant?

We need to rethink our communication strategy, adapting it to a more serious, professional, and informative tone. In short: speak the language of the patient, not the recreational consumer.

After several years of medicinal legalization, the most active users are still, for the most part, the same ones who were already consuming cannabis before its regulation.

Very few new patients have been integrated, especially those with chronic or terminal conditions who need it most. The reality is clear: the vast majority of patients are still unaware of the true benefits of medical cannabis.

We know recreational legalization isn't imminent. So isn't this the perfect time to rethink how we present ourselves as an industry? Maturity, seriousness, and trust must be at the heart of our communication. Our packaging should convey a message of health. Our campaigns should inspire confidence, not confusion.

The numbers don't lie. Neither the growth in patients nor the general awareness of plantahna has been as expected after several years of operation. We still have work to do, and it all starts with a simple question.

Are we really reaching those who need us most?

If the answer is no, it's time to change course.

Mr. Gabriel Sifre

CONSULTANT

@unamoñasinpelo