Opportunity:
When medicinal cannabis was legalised in Australia, doctors had a new therapeutic option but limited formal education on cannabinoids. This presented an opportunity to create clarity around evolving regulations, scientific information, and clinical applications.

We saw the potential to transform uncertainty into confidence, creating consistent, informed prescribing practices that could benefit patients.

Approach:
We developed "The Handbook: Prescribing Cannabinoids in Australia," an educational resource for general practitioners that:

• Provided a clear, evidence-based clinical literature review • Presented a balanced perspective on therapeutic applications

• Offered practical prescribing guidance

• Delivered content through multiple formats to accommodate different learning preferences

• Aligned with RACGP standards to ensure credibility while maintaining accessibility

The Aha Moment:
Physicians experienced a crucial transformation when they began to see cannabinoids not as a mysterious substance but as an approachable therapeutic option within their established clinical framework—their confidence visibly growing as confusion transformed into clarity.

Results:

• Earned praise from RACGP medical educators as "balanced education with diverse and credible resources"

• Became a trusted physician resource for cannabis prescribing decisions

• Established the client as an authority in medical cannabis education

• Created a template for evidence-based clinical education for emerging therapies

• Helped normalise appropriate medical cannabis prescribing in clinical practice