The Data Drought In Cannabis Care: Why Wellness Consumers Deserve Better

The future of cannabis isn’t just recreational or medical—it’s intentional, and it demands integration into healthcare systems that are already serving unrecognized cannabis consumers

Let’s set the scene: it’s NECANN 2025, Friday morning. You’re first up on the Retail & Brands stage, mic in hand, heart on fire. The room? Half-empty—most of your audience still caught in registration lines, badge chaos, and swag scavenging.

But none of that changed the urgency of the message I came to deliver. Because what we talked about that morning wasn’t just business—it was public health. And it deserves to echo far beyond that stage.

This is a wake-up call.

And it’s not just for dispensaries and product developers.

It’s for everyone who touches the cannabis industry.

Massachusetts: A Cannabis Powerhouse with a Blind Spot

Let’s start with the numbers:

• In 2022, 29.74% of adults in Massachusetts reported cannabis use in the past year—roughly 1.8 million adults.

• The state’s cannabis market is valued at $7 billion and growing.

• 92.5% of adults in Massachusetts have a usual place for medical care.

• In 2023, 22.4% visited an emergency department, with nearly 10% having multiple ED visits.

And yet, in a study of primary care patients:

• 26.5% reported using cannabis for medical purposes, but

• Only 4.8% had that use documented in their medical records.

This disconnect isn’t just a documentation error.

It’s a systemic risk.

Our Healthcare System Is Seeing Cannabis Users—But Not Listening to Them

In clinics across the state (and country), cannabis-using patients are showing up daily with chronic conditions, medication regimens, and comorbidities. Many use cannabis to manage pain, anxiety, insomnia, or appetite—without disclosing it to their providers.

Why?

Because the system doesn’t yet know how to receive that information.

The root of the problem:

• No standardized documentation process

• Lack of clinical training

• Lingering stigma

• Misclassification of cannabis as purely “recreational”

And let’s be clear: this is a public health concern.

Unreported cannabis use can affect drug interactions, treatment planning, and patient outcomes—especially in high-risk populations.

Who Are We Overlooking?

During my NECANN session, we focused on a powerful, underserved group: the intermittent cannabis consumer—those who don’t use daily, but turn to cannabis intentionally for wellness goals like sleep, anxiety relief, or pain management.

These individuals are:

• Brand-fluid

• Health-conscious

• Education-driven

• Cautious about drug interactions

• Often parents, professionals, or patients navigating complex medical needs

They represent a massive opportunity for both public health advancement and industry growth.

Let’s Talk Economics: The Intermittent Consumer Market

According to data from the Massachusetts Cannabis Control Commission (2019–2022):

• 14% of cannabis consumers use daily

• 6% use weekly

• 5% use monthly

• That leaves 11%—about 525,000 adults—as occasional users

Now imagine if just 11% of these occasional users became more engaged. Here’s what could happen:

Market Shift Scenario:

• 57,750 new frequent consumers

• Spending $500/year → $28.9 million

• Spending $1,000/year → $57.75 million

• State tax impact → Up to $11.5 million/year

This is not speculative. It’s low-hanging fruit—but only if we build trust, safety, and relevance into the consumer experience.

So, What Do Wellness-Driven Consumers Actually Need?

Spoiler: It’s not just more THC.

Wellness consumers—especially those integrating cannabis with medical care—need:

• Effect-based labeling (“Sleep” vs. “Sativa”)

• Low-dose, non-inhalable formats

• Transparent education on drug interactions and contraindications

• Reassurance that cannabis won’t jeopardize their safety—or their healthcare relationships

Trust is the currency.

And it can’t be bought with branding alone—it has to be earned through integration.

Cannabis and Clinical Confidence: Bridging the Gap

Right now, most medical record systems lump cannabis use into a generic category with tobacco, alcohol, and illicit drugs. That’s not just outdated—it’s disrespectful to intentional users.

What We Need:

1. A designated space in EHR systems for cannabis use
2. Provider training that reframes cannabis as part of functional wellness
3. Partnerships between healthcare and cannabis sectors to gather real-world data
4. Product development that reflects clinical realities—like drug interactions and dose precision

Why This Matters to Industry Leaders

From a business standpoint:

• Intermittent users are already cannabis-curious.

• They’re easier to convert, cheaper to acquire, and full of lifetime value potential.

• They’re open to education-driven product innovation—like microdose edibles and terpene-targeted products.

From a public health perspective:

• This group represents the normalization frontier.

• Their safe integration into healthcare could decrease ER visits, reduce polypharmacy risks, and improve quality of life.

From a sustainability lens:

• Mature markets must pivot from acquiring new users to deepening engagement with existing ones.

• Intermittent consumers are the bridge between stigma and standard of care.

The Call to Action: Data Is the Deal

If we want a cannabis industry that grows not just in profit—but in credibility, influence, and equity—we need better data.

And not just data for policymakers, but usable clinical insights that help:

• Providers make informed care decisions

• Consumers use cannabis responsibly and confidently

• Brands develop products aligned with real-world needs

Because here’s the truth: the consumers are already walking through your doors.

The only question is—are you prepared to meet them there with the tools, knowledge, and trust they deserve?

What does Building This together look like?

Here’s what I’m challenging every reader to do this month:

1. Choose one actionable strategy to better support intermittent or wellness-focused consumers—whether it’s labeling, training, or community education.
2. Push for documentation reform—in your clinics, your EMRs, or your professional networks.
3. Stop siloing cannabis. Start integrating it into the real conversations—about wellness, medicine, equity, and growth.

Because the future of cannabis isn’t just recreational or medical.

It’s intentional.

It’s integrated.

And it’s already here.