As the medical cannabis sector matures, patient feedback is playing an increasingly important role in shaping market dynamics and building trust when it comes to choosing the right clinic.

There are many ways in which cannabis-based treatments differ from conventional medicines, perhaps one of the most notable being the value that is placed on the patient’s own experience.

Being such a personalised medicine, patients are, quite rightly, considered to be the experts on their own conditions. But they also often have a breadth of understanding about the treatment itself, and in some cases, prescribing can be a collaborative process between them and their doctor.

As a new frontier in healthcare and an emerging sector, the medical cannabis space is still overcoming significant challenges. From the complexities of legislation and regulation to a lack of understanding and stigma in society, all of these factors make it considerably more difficult for providers to build trust and loyalty among patients, and for patients to make well-informed decisions about their healthcare.

This is why many people, when embarking on medical cannabis treatment, turn to online platforms such as Reddit, Google Reviews, Trustpilot and other third-party forums to compare clinics, products, and overall experiences.

The increasing importance of patient reviews 

With over 20 clinics now registered with the Care Quality Commission, all promising to deliver the best value, care and overall experience, how do you know who to trust, or which route is right for you?

With the growing number of choices available, credible patient feedback from those with first-hand experience becomes increasingly important.

Independent online platforms have been set up specifically with this in mind, becoming a go-to place for medical cannabis patients, collating key information like what clinics and pharmacies offer and what products are currently available to help patients navigate the prescription process.

But patient feedback can be valuable for providers too, especially given the strict MHRA guidelines around the advertising and promotion of unlicensed cannabis-based medicines.

Review platforms and social media sites can be highly effective at raising awareness of the potential benefits of medical cannabis products more broadly and, as a result, generate increased demand for a specific clinic or provider.

However, some sources of patient feedback are more credible than others.

Identifying credible sources of feedback 

Online review platforms 

Purpose-built review platforms such as Trustpilot and Google Reviews allow users to leave feedback and rate businesses based on their experiences. It allows patients to compare providers and having a strong profile can help build trust, giving a clinic a competitive edge.

However, importantly, sites like Trustpilot usually have processes in place to help detect fake reviews and ensure transparency by showing both positive and negative reviews. As reviews are time-stamped and linked to a service of transaction, this essentially creates a feedback loop which can highlight areas for improvement and allows clinics to monitor and respond to comments enhancing credibility.

At UK medical cannabis clinic Releaf, Trustpilot’s independence makes it a key part of its brand building.

Its Brand Manager, Peter Zownir, told Business of Cannabis: “Trustpilot plays a crucial role in building trust, educating new patients, and elevating our brand.”

“Trustpilot provides an independent platform where our patients can openly share their experiences, reassuring those who are considering treatment for the first time.”

As such, the clinic actively promotes its Trustpilot reviews on its site and is attentive and active on the platform, ensuring its Patient Support Team responds to criticisms, queries and praise alike.

Other platforms, such as Doctify, although lesser-known, are designed specifically for medical professionals and healthcare providers, allowing patients to leave more tailored feedback and may be more relevant for their needs.

Social media 

While not built for reviews, social media platforms such as Reddit are increasingly being used by patients who want to share their experiences— the good, the bad and the ugly.

Reddit may be valuable for patients in finding peer support and identifying general trends or concerns, however, it often lacks the credibility, transparency and trustworthiness of purpose-built review sites.

Users usually post under a pseudonym, making it challenging to verify comments or prove that they are legitimate, and while discussions (which take place in subreddits) are moderated this is done by community members, rather than a third party.

Sites like YouTube also allow patients to build up a following and post their own personal reviews to their audience. This adds a whole other layer of emotional impact—and potential reach if a reviewer has a large platform.

However, influencer reviews also present a challenge in terms of determining credibility. They can be highly relatable and extremely effective when it comes to shaping patients’ perceptions, particularly among younger demographics, but they may also be scripted, sponsored or edited in a certain way, which is not always immediately obvious.

While YouTube requires users to disclose sponsorships, enforcement is generally inconsistent. Meanwhile, influences may have paid partnerships or have been offered free services, which could bias reviews.

How clinics can best build trust and demonstrate patient outcomes 

With medical cannabis prescriptions and patient numbers continuing to grow across the UK, establishing trust with patients, who still largely have to part with their own money for treatment, establishing a trustworthy relationship remains of paramount importance for both sides.

This is especially true for new or ‘cannabis-naive’ patients exploring the treatment as an alternative for the first time.

As Zownir explains: “In a highly regulated and often misunderstood space like medical cannabis, the voice of the patient is the most powerful advocate.

“These testimonials help demystify medical cannabis, offering real-world insight into how Releaf supports health and well-being.”

“They also shine a light on our commitment to seamless care, safety, and empowerment—pillars that underpin our Patient Charter. Every review is not only a reflection of the care we provide, but a valuable moment of brand-building driven by those we serve best: our patients.”

Social media, influencers, and more regulated online review platforms can all be effective methods of achieving this.

A recent WEGO Health survey found that while just 14% of patients trust a lifestyle influencer, this jumps to 51% for ‘patient influencers’, and (in the US) 85% of patients trust a pharmaceutical brand if promoted by a patient influencer.

However, this is a double-edged sword. In a recent study, researchers found that undisclosed advertising reduces immediate engagement but has a lasting negative impact on both the influencer and brand.

Additional research suggests that consumers who struggle to distinguish between organic and undisclosed sponsored posts feel deceived, leading them to lose trust in the brand.

Transparency, particularly in the healthcare industry, is evidently also of fundamental importance for prospective patients.

As such, regulated, monitored third-party review sites like Trustpilot and Google Reviews are far more reliable methods of building trust.

Some 96% of customers actively look for negative reviews to get a balanced view of a company, meaning active engagement with patients on these sites is in the best interests of clinics, especially on negative posts.

Around 88% of customers are more likely to use a business that responds to all reviews, both positive and negative, while 56% say they have changed their opinion about a brand based on their response to a negative review.