Modelling The Pharmaceutical IndustryPharmaceutical marketing is an excellent model for cannabis marketing.
In the 1970s, the antibiotic tetracycline was dosed at 1 tablet every 6 hours; RX script, 40 tablets q.i.d. latin for 4 times-a-day. Then a major breakthrough; it became slow release long-acting tablets one every 24 hours. Then topicals, suspensions, lotions, capsules instead of tablet, injectables.
Determining the optimal individualized dosage was the main objective of each treatment plan.
Doctors could not prescribe three different dosages; 2mg; 5mg and 10mg. So they started with lowest dose. Only MDs got samples. All presentations had different prices.
In the cannabis industry the MD is the licensed retailer.
The ultimate delivery system of any compound is when the individual has absolute control, especially so in the cannabis market. Not too high not too low. Especially not too high! Everyone responds in there own unique way to medications, and certainly to cannabis.
The Quill Pen is the ultimate delivery system because the quantity one consumes is entirely self-determined. With experience, one manages consumption oneself, for THC or CBD.
So as 48North evolves it's no longer about cultivation, though they now have an edge; experience, intimate knowledge. Very soon it will no longer be about extraction expertise. And its no longer about last year's financials. It is about the year that starts in mid-December 2019.
It all comes down to who will be the best marketer and the objective will be first-time use.
The easiest way to gain loyalty is to be first especially when you are the best. Doesn't the first experience always last the longest? For example, I've never used a vape pen and I imagine most have not.
The illegal cannabis market will lose to the vape pen.
If I were doing the marketing, especially if I have the best product, like Quill Pure, QuillSense, QuillRX, whatever. If you are the best, give people their first experience for a small price that covers costs and you basically have a low-cost very powerful marketing tactic. You will quickly own the marketplace and get loyalty.
One way? Be the first mover with sampling. Say $3 for a few tokes; one time only per each customer' maybe for information. Online marketers do it with "only pay for shipping".
To get the samples, retailers purchase an equal quantity of regular product.
One of the most effective marketing programs pharmaceutical companies have is free sampling. Doctors love it and retailers will love free Quill Vape Pen samples. Recall how you have responded to a positive sample experience.
48North's top delivery system, with the best cannabis, organic, must quickly get initial-use. Sampling is the way. Trust government regulations permit sampling.
The marketing challenge? How much will it cost to secure a new customer? To get trial, positive sentiments, and subsequent loyalty.
Food For Thought
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