Medical cannabis has been legal in California for years but only with the advent of full legalization in other states has product marketing begun. The medicinal cannabis market is different from recreational cannabis as consumers seeking alternative forms of treatment require something other than “getting stoned.” The overall market is divided between “salesmen” (those seeking to capitalize on legalization) and “doctors” (cannabis treatments for often severe conditions). We were asked to help Constance Therapeutics undertake market education surrounding its cannabis oil used in the treatment of illnesses, such as cancer. Understanding the sensitivities surrounding medical cannabis and FDA guidelines, we developed the issues-based Care 2.0 campaign. The strategy illustrated cannabis’ growing acceptance as an alternative and highlighted Constance’s standardized product development. As an extension, we conceived a first-of-its-kind pilot study to determine if cannabis could be an alternative to opioid use in the NFL and forged a partnership with the Gridiron Cannabis Coalition to secure player involvement. The campaign and study elevated the brand nationally and separated it from the industry’s “salesmen.” The combination helped funding efforts, business development, distribution and overall brand credibility.