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Cresco Yeltrah, one of 12 companies selected to grow and sell medical cannabis in Pennsylvania when it becomes legal, which is expected in 2018, announced it will start a marketing campaign in October 2017, according to the Philadelphia Enquirer.

Charlie Bachtell, CEO of Cresco Labs, who spoke to the Enquirer, said success of the medical cannabis business depends on people determining if they have one of the 17 qualifying illnesses, talking to their physicians about whether cannabis is appropriate, and convincing physicians to take a course that allows them to recommend cannabis to patients—all of which takes time. This explains the advertising running months in advance of medical cannabis being for sale in the state.

The 17 qualifying illnesses include terminal illness, cancer, post-traumatic stress disorder (PTSD), glaucoma, autism, multiple sclerosis, amyotrophic lateral sclerosis, and neuropathic pain or pain that is not treatable with opioids. The Enquirer article did not state whether the medicine was strictly treating pain in all cases, or other symptoms, or the illnesses themselves.

The company will spend $500,000 on billboards, newspapers and social media to get people thinking about cannabis as a medical treatment. The marketing materials were all approved by the state Department of Health.

Cresco Yeltrah will cultivate cannabis in Brookville, PA, 100 miles north of Pittsburgh, and will open retail stores in Butler and Pittsburgh.

Source: Philadelphia Enquirer article