VP, Canopy Medical
If there was a competition for healthcare influencers, Amanda Daley’s job would give her a distinctly unfair competitive advantage.
Daley is the VP of Canopy Medical — and because Canopy Growth is the world’s largest cannabis firm, that gives her a rather large stage to work on.
Daley previously worked at Pfizer also helping to educate providers. She says the lessons she learned in marketing at the pharma giant have been significantly transferable to the work she does now educating doctors about THC and CBD. In fact, she has said, most of Canopy’s marketing and sales team has pharma experience on their resumes.
Ongoing education for the medical community (as well as for other stakeholders) is a must for the cannabis industry, Daley says, not because of the product’s history and lingering stigma, but because it’s a much more complex substance than traditionally developed medicines.
She has pointed out that cannabis-based therapies aren’t discussed in medical schools, and the resources doctors use to learn about pharma products don’t exist when it comes to THC and CBD products.
This means, Daley says, in order to effectively reach health care providers, cannabis health educators must leverage key opinion leaders to ensure that the conversation is evidence-based, balanced and credible. But it doesn’t end there.
Because of cannabis’ complexity, Spectrum under Daley has worked hard to simplify the cannabis treatment space. And her company is also sharing the stories of cannabis patients with doctors, helping them to see the impact it can have on health and wellness so they feel more comfortable with the substances.