Since the passage of the farm bill and more states embracing sensible cannabis policy, CBD has been a central topic of discussion for the media, health care providers, and consumers. Products focused around the multiple benefits of CBD will continue to flood the market, so what makes a particular brand more successful?
The key will be engagement with the consumer base. A simple online search results in thousands of products addressing common ailments such as dry skin or chapped lips. So how does a consumer, or rather a patient, know what product to try? It all comes down to savvy marketing and word of mouth. I have purchased some brilliant CBD products to address the side effects from an autoimmune disease that was recommended to me by a friend. Since then, I have shared these products with my network. Companies producing CBD products will be relying on these types of marketing tactics this year as more competition enters the market.
I’m skeptical of celebrity endorsements, despite their initial pizazz, may backfire for brands seeking to truly define themselves as providing an effective quality product. There will be plenty of companies jumping on the CBD bandwagon, but few will truly distinguish themselves by unlocking the holistic qualities of CBD to benefit patients inflicted with a variety of illnesses.
As both an attorney and rare disease patient, I am anxiously monitoring CBD product lines to see who will create the next product to improve my quality of life. I believe 2019 will be the year that CBD is found in most Americans’ medicine cabinets.