European medical cannabis is being built like pharma — not like dispensary retail. And Switzerland is the production hub. The cleanest case study is GrowMotion AG, a Zuchwil-based manufacturer that has spent five years engineering one of the most technologically advanced medical cannabis facilities on the continent.
April 23, 2026 — DEA finalized Schedule III for medical cannabis. The federal-illegal marketing playbook just expired. What replaces it.
Cannabis PR moved from defending the category to selling inside it. Eight shifts now define the discipline — normalization, celebrity equity, education, regulatory navigation, crisis prep, platform constraints, social equity, wellness positioning.
Cannabis PR playbook — what Curaleaf, Trulieve, Cresco, Verano, and Green Thumb actually did to build credibility in a federally illegal, state-regulated category, plus where cannabis PR breaks in the AI-answer era.
Back in 2018, when Mike Mejer first noticed cannabis companies struggling to promote their brands and narratives, he decided to take flight and learn more.
Brand building inside a federal-versus-state regulatory split.