Objective

Integr8 Health, a Maine-based, high quality, compassionate integrative health care practice specializing in medical marijuana in Maine, was opening its first sister office in Massachusetts under the name of Integr8 Massachusetts. VPR Media & Marketing was contracted to devise, implement and manage a PR campaign to create media and public awareness of the practice and its providers.

Strategy 1

As Integr8 Massachusetts was one of the first practices in Massachusetts specializing in medical marijuana, and was new, VPR Media & Marketing waited until the office had been through a three-month soft opening period, and had established patients receiving on-going treatment, before pitching local and regional media, inviting them to talk to patients and their doctors. In that three month period, VPR carried out media training for staff and also compiled a list of patients of differing ages, with various medical conditions, who would be willing to be interviewed by the media.

Result

The pitches resulted in wide media coverage by various media outlets, including but not limited to, The Boston Globe, Radio WBUR, and NECN.

Strategy 2

To ensure doctors referred patients to Integr8 Massachusetts, and that qualifying patients knew of the practice, VPR Media & Marketing carried out an email and direct mail campaign aimed at:

  • all medical support groups within Massachusetts, made up of people who suffered from conditions medical cannabis is known to help.
  • selective medical groups, hospitals, and doctors’ associations.
  • pro-medical marijuana groups and marijuana activists.

The information “package” included background information about the practice and its providers, along with a link to a downloadable copy of the practice’s Massachusetts Medical Marijuana Patient Handbook, containing relevant information on the State’s medical marijuana laws and the legal obligations of providers and patients. It also offered the services of Integr8’s staff to address meetings, seminars, rallies, etc.

Result

Hundreds of handbooks were downloaded from the Integr8 website, staff addressed many groups and organizations, including several Massachusetts towns and cities considering allowing medical marijuana dispensaries to open within their boundaries; Harvard Medical School; the Massachusetts General Hospital Primary Care Psychiatry Group; and the Boston Freedom Rally.

Overall Result

Integr8 Massachusetts is now regarded as one of the leading medical marijuana and integrative medical practices in Massachusetts, with a continually growing number of patients.

VPR Media & Marketing continues to work with the practice to ensure continuing growth.