Pubdate: Sat, 15 Mar 2014
Source: Toronto Star (CN ON)
Copyright: 2014 The Toronto Star
Contact:  http://www.thestar.com/
Details: http://www.mapinc.org/media/456
Author: Ashante Infantry
Page: B1

PRODUCERS WRESTLE WITH HOW TO PROMOTE WARES

'We know that we can't advertise. We know that we can't solicit'

Proponents of Canada's new medical marijuana program promise patients
will eventually have an abundance of choices. Even now, with just 11
commercial entities licensed so far, there's pot worth bragging about.

Toronto's Bedrocan Canada is bringing in strains of marijuana its
Netherlands affiliate has spent nearly a decade perfecting. And
Markham's MedReleaf Corp.'s offerings will originate with a respected
Israeli producer.

Meanwhile, Vancouver Island's ThunderBird Biomedical Inc. is proud to
offer a homegrown solution. "It's called BC Bud worldwide because we
know what to do," said a representative by email. "Why on Earth would
we import it? Do the French import Australian Champagne? ... We have
Grand Cru here."

Under Canada's new Marijuana for Medical Purposes Regulations (MMPR),
which roll out completely on April 1, the government appoints and
oversees producers. The old guidelines allowed users to grow their own
medical marijuana or purchase it from the government. But don't expect
to see any clever ads for their product.

Licensees are only allowed to lobby doctors and other health
practitioners, since Health Canada prohibits the promotion of
marijuana, defining it as a narcotic, along the lines of OxyContin.

The Narcotic Control Regulations stipulate: "No person shall=C2=85publish

or cause to be published or furnish any advertisement to the general
public respecting a narcotic"

"You are not allowed to advertise in any way which could be perceived
as generating demand for the product," said Bruce Linton, chairman of
Smith Falls-based Tweed Inc. "But being credible and visible is
different than advertising. We can educate doctors as group, or at
their offices. We have our websites; and we can build our brand
through media relations."

However, with Health Canada forecasting a $1.3-billion medical
marijuana industry by 2024, competition for patients is bound to be
fierce. Some licensees have gone further than others to get their name
out in front of the public.

Since the ratio of Cannabidiol (CBD, the plant's major
non-psychoactive component) to Tetrahydrocannabinol (THC, the
ingredient that makes users 'high') seems to determine marijuana's
therapeutic potential, there's good reason for suppliers to make their
wares known.

One strain may be more suited to glaucoma, for example, while another
might work best for inflammation. Patients might pester their
physicians for certain brands.

The Star Googled "medical marijuana Canada" over several days this
week and found the top paid ad was for Toronto's Mettrum Ltd. The
company did not respond to requests for comments by press time.

The Star also received a scan of a letter which Saskatoon's Prairie
Plant Systems Inc. sent to a user encouraging them to transfer their
prescriptions to Prairie's "distribution affiliate" CanniMed Ltd.

Prairie, which provided medical cannabis to patients under the
outgoing system on behalf of Health Canada, is now operating as the
manufacturing arm of CanniMed, which is "basically the online pharmacy
that interacts with the patients under the new regulations," said CEO
Brent Zettl.

"The form letter that we sent was only for individuals who had been in
contact with PPS over the last period of time. We know that we can't
advertise. We know that we can't solicit.

"Patients who are dependent on a product of a specific Cannabidiol
profile, nobody's been informing them of where they can get their very
specific medicine under the new program. Health Canada hasn't offered
that because they're afraid of promoting one LP over another, or
whatever their reason would be," said Zettl.

Health Canada spokeswoman Sara Lauer would not address the Star's
specific questions about Mettrum and Prairie activities but said in an
email "licensed producers who disregard the requirements of the
Narcotic Control Regulations may be subject to compliance and
enforcement action by Health Canada which could include revocation of
their licence."

"The regulations surrounding the marketing of this product at this
time we're finding to be a little bit ambiguous or vague", said
MedReleaf CEO Neil Closner whose company is focused on overcoming
reluctant "I don't know how to prescribe a plant" doctors.

Bedrocan Canada CEO Marc Wayne, who like Closner will offer one of the
high-CBD, low-THC marijuana combinations that has been mentioned often
in connection with the treatment of childhood epilepsy, is also bent
on winning over the healthcare sector.

"The way you differentiate yourself in this field is with high level
thought leadership projects that are outside of the scope of
advertising yet kind of develop a name for ourselves in the industry;
for example, put out scientific papers that speak to the science and
the research of medicinal cannabis, not necessarily your product," he
said.

"The last thing you want is billboards advertising cannabis and
marijuana all over the city. In my opinion, it's appropriate that it
shouldn't be advertised and it shouldn't be promoted, but rather just
money invested in educating stakeholders, physicians, along with the
responsible community programs that also speak to the dangers and the
safety issues of the drug."
- ---
MAP posted-by: Matt