Greenwich Biosciences and The Bloc 

Growing Innovation

For patients and families affected by the rare forms of epilepsy known as Dravet syndrome and Lennox-Gastaut syndrome, cannabidiol (CBD) has shown real medical promise. But with so much stigma around medical marijuana, how do you get the medical community to understand the dramatic difference between CBD products purchased online or at local dispensaries and Epidiolex (cannabidiol) CV — the first and only highly purified, clinically tested, FDA-approved CBD formulation to hit the market? 

After interviewing stakeholders to understand the key processes, locations and details of manufacturing, the team worked with Pebble Studios to create a next-level VR film that uses powerful storytelling to legitimize the category. Targeting epilepsy specialists, it demonstrates just how rigorous the product’s manufacturing process is with total transparency. By opening doors so doctors could see for themselves what goes into every bottle, they’ll have no reason to doubt the difference between Epidiolex and other retail CBD products.

The $150,000 VR experience moves from greenhouse to lab to bottle, allowing providers to inspect every angle and inch of the process. And it acknowledges that with diseases as debilitating as Dravet syndrome and Lennox-Gastaut syndrome, physicians and families can’t afford to question what’s in their bottle.

Launched at the American Epilepsy Society Annual Meeting, it invited providers into a lounge filled with VR headsets. Some 150 doctors engaged with so much interest that the entire Greenwich Biosciences sales force is taking VR headsets on the road, targeting 5,000 more physicians.