The Office of Cannabis Management wants more New Yorkers to know about the merits of medical marijuana. Today the office is launching a $160,000 digital ad campaign targeting health care providers and potential patients and caregivers, with the goal of increasing awareness of and access to the state’s medical cannabis program. Paid posts will run in English and Spanish on social media and streaming services and in email newsletters through Feb. 19. “In many states across the nation, the legalization of adult-use cannabis has led to a decrease in participation in medical cannabis programs,” Nakesha Abel, deputy director for health and research at New York’s Office of Cannabis Management, said in a statement. “In New York, we are working to reverse this trend and hope this campaign brings to light the therapeutic benefits of medical cannabis.” More than 120,000 people are registered as patients in New York’s medical cannabis program, and about 4,200 health care providers are authorized to prescribe it, according to state data as of Dec. 1. New York launched its medical marijuana program in 2016, but uptake was slow due to tight restrictions on qualifying conditions and a five-company cap on manufacturers. By the end of the 2016-2017 fiscal year, the state had collected just $585,000 in tax revenue from sales of medical cannabis — far below the $4 million that former Gov. Andrew Cuomo’s administration had projected, POLITICO reported at the time. Just 976 practitioners and 17,559 patients were participating in the program at that time. The state has since loosened its grip. Any provider who is licensed by the state to prescribe controlled substances, from dentists to podiatrists, is now eligible to certify patients for medical cannabis use after completing the required training course. And providers may issue a certification for any health condition they deem clinically appropriate. “There was enough science there for me to consider implementing medical cannabis as part of my practice,” reads a quote from Nasim Chowdhury, a physical medicine and rehabilitation doctor, in one of the Office of Cannabis Management’s new ads.
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