Curaleaf has launched a Spanish-language medical marijuana patient experience in Florida, a move the company says is designed to better serve Spanish-speaking patients across one of the nation’s largest medical cannabis markets.
The initiative includes Spanish-language in-store kiosks, bilingual print materials, a translated e-commerce storefront through SWEEED, a Spanish-language Curaleaf website and targeted paid media. According to the company, the program is meant to cover the full patient journey, from learning how to obtain a Florida medical cannabis card to finding products and dispensary locations.
Curaleaf says the launch is aimed at addressing a gap in patient access, noting that more than 17 million adults in the United States speak Spanish at home, while Florida is home to more than 5 million Spanish-speaking residents.
Rather than simply translating existing English-language materials, the company says the program was developed around how Spanish-speaking patients engage with health care and retail services. Promotional materials shared with The Marijuana Herald include Spanish-language guidance for obtaining a Florida medical cannabis card, including scheduling a consultation with a certified physician, registering with the state and visiting a Curaleaf dispensary.
The Spanish-language website also includes product and dispensary information, with navigation options such as “Buscar dispensarios estatales,” “Aprender,” “Bienestar” and “Curaleaf Recompensas.”
Curaleaf says it views the Florida launch as a model that could eventually be expanded into additional markets and languages.
Florida legalized medical marijuana through a constitutional amendment approved by voters in 2016. The state’s medical marijuana program is among the largest in the country, with more than 929,000 qualified patients as of late May.
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