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FR: Grower takes physicians on VR tour of cannabis greenhouse

GW Pharmaceuticals' strategy for promoting its new epilepsy drug Epidiolex to doctors sounded simple—earn their trust. But that's easier said than done, no thanks to Kim Kardashian.

As GW Pharma's Julie Baker told a standing-room-only crowd here, “A lot of people, especially in the medical community, were really skeptical about CBD. They associate it with pseudoscience and fluff—and Kim Kardashian isn’t helping. Her fourth baby shower was CBD-themed.”

Add in the myriad online cannabidiol (CBD) dispensaries, grocery store gummies and trendy bar cocktails, and the barriers to gaining physicians' trust grew even higher. Epidiolex is the first and still only FDA-approved drug derived from the cannabis plant, and it's specifically indicated to treat two rare forms of epilepsy: Dravet syndrome and Lennox-Gastaut syndrome.

So GW and its agency The Bloc decided to give doctors a tour, with a virtual hands-on look at the pharma's growing operations outside London. The Bloc created a VR experience that takes doctors around and inside the marijuana greenhouses—a glass structure so massive, it could fit every American football stadium inside it.

Within the VR journey, doctors ride on skids, and they can stop and look at any point—to examine the interior, machinery and just about anything else.


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