From Stigma to Storefronts: The Rise of Cannabis Wellness in Australia
This article is for general informational purposes only. It does not constitute medical advice and does not endorse or promote any specific treatment, product, or company. Medicinal cannabis is a prescription-only medicine in Australia and should only be used under medical supervision.
A few years ago, the idea of walking into a pharmacy-style clinic to legally discuss cannabis options might have sounded unlikely, particularly in Australia. But changing regulations and attitudes have created new pathways for patients to explore cannabis in medical settings. The industry is growing rapidly, but remains shaped by tight controls, shifting perceptions, and regulatory challenges.
We spoke with three leaders navigating this space:
- Lisa Nguyen, founder and CEO of Astrid Health in Victoria.
- Paul Long, Managing Director at Little Green Pharma, based in Perth, WA.
- Nan-Maree Schoerie, Managing Director of ECS Botanics in regional Victoria.
Each shared their experiences working within the system and their observations on what’s shifting.
Access is easier. Stigma still lingers.
Access to cannabis via medical channels is now more established, though public perception remains mixed. Lisa Nguyen recalls the early days of legal access, where individuals transitioning from informal or illicit pathways were struck by the legitimacy and professionalism of their new healthcare experience.
For many patients, however, stigma remains a barrier. Nan-Maree Schoerie notes that some people still hesitate to discuss cannabis use, especially older Australians who associate it with criminality or social disapproval. She adds that doctors are not always well-versed in cannabis and may lack confidence in how to support patients.
Schoerie also reflects on changing attitudes. While previously hesitant about recreational cannabis, she now sees many Australians using it without guidance to address wellbeing concerns. Legal frameworks now allow these individuals to seek regulated support, though public discomfort continues.
Cannabis and the patient conversation
According to Paul Long, demand is increasingly driven by patients themselves. He notes that people are now more proactive in seeking options, often arriving with knowledge or preferences shaped by personal networks. While the regulatory model is strictly medical, it has elements that mirror consumer-led behaviour.
Lisa Nguyen describes how patients explore a variety of formats. Some may choose options that integrate easily into daily routines. Others are drawn to products they perceive as familiar or manageable. Nguyen notes that stigma still influences these decisions, as some individuals seek discreet options to avoid judgement.
Long points out that while many patients are new to cannabis, others have previous experience from non-regulated settings. For them, the appeal lies in accessing a consistent, legally sourced product under supervision. Schoerie echoes this, observing that legal access offers a safer and more transparent alternative to the informal market.
Regulatory and business challenges
Starting and operating in this industry is not straightforward. Schoerie describes initial hurdles such as obtaining permits, securing contracts, and aligning with compliance requirements. She highlights inconsistencies in the way domestic and international products are assessed, with concerns that imported material may not meet the same production standards.
Nguyen faced her own barriers — including difficulties with banking, website infrastructure, and licensing. Long explains that even with years of experience, companies must continually adapt to evolving rules that were originally designed for traditional pharmaceuticals, not plant-based therapies.
What’s missing and what’s next
While product variety is growing, Australia is still limited compared to international markets. Nguyen points to categories such as edibles and vapour-based options that are common overseas but not broadly available here. Long highlights formats such as pre-rolls, which are widespread in North America but currently not offered in Australia due to medical model constraints.
Long also references recent market data showing growth in newer categories and shifts in consumer interest. Schoerie’s company has invested in capsule technology to improve delivery and consistency. She notes that different formats appeal to different users, and perception often shapes choices. For example, capsules may feel more legitimate to some patients than inhaled products, even if efficacy is not determined by format alone.
She also raises the question of prescribing systems. With many patients accessing cannabis through brief telehealth consultations, she suggests that pharmacists could play a larger role in triaging and supporting appropriate use, as seen in other countries.
Medical, wellness and the role of brands
Long describes the unusual position companies are in: operating within a pharmaceutical system, but serving an audience that behaves more like a consumer base. While therapeutic claims are not permitted, patients still express strong preferences. This has led companies to differentiate offerings within the limits of regulation.
Nguyen designed her business to feel more like a wellness space than a conventional clinic, aiming to reduce stigma and increase comfort. Long notes that some brands target affordability, while others focus on craft or quality differentiation. Schoerie says it’s important to acknowledge when patient choices are not strictly medical, and urges limits on certain product types if they are not clinically justified.
She also voices concern about vertically integrated business models where prescribing, dispensing, and product ownership are controlled by the same entity. She believes this structure can blur ethical boundaries and raise conflict of interest concerns.
Industry outlook
Schoerie says Australian cultivators are facing economic pressure, particularly due to labour costs, regulatory compliance, and competition with imported goods. Her company has offset some of this by exporting to countries with aligned quality standards, but she questions the sustainability of relying on international markets.
Long points to new research as a positive step. A recent study involving over 3,000 patients showed improvements in reported quality of life. He believes this kind of data helps bridge the gap with healthcare professionals who remain cautious.
Both Long and Schoerie agree that current government expectations, such as requiring phase-three clinical trials for broader product registration, are impractical for this industry. They suggest more flexible models are needed to reflect real-world use and emerging data.
Trust, they say, is still built doctor by doctor. As more healthcare providers engage with the space, and as more patients talk openly about their experiences, education and awareness continue to grow.
As of April 2025, driving with any detectable amount of THC in your system remains illegal across most Australian states and territories, regardless of whether the cannabis is prescribed medicinally. The exceptions are Tasmania, where patients can legally drive if they are not impaired and are using medicinal cannabis as prescribed, and Victoria, where recent reforms allow magistrates to consider a valid prescription and lack of impairment when deciding on licence suspension. Other jurisdictions maintain strict zero-tolerance policies, with any detectable THC leading to penalties, even for unimpaired, legally prescribed users.
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