A medical marijuana support centre opening in Hamilton Friday aims to make the experience as easy as a trip to the pharmacy.

MedCannAccess will answer questions, help patients with doctor's prescriptions, fill out the registration forms and link patients with licensed suppliers. The services are free.

The Toronto-based company is awaiting its own licence to grow and sell medical marijuana but wanted to get to work on building a provincial network of support centres, said Rade Kovacevic, a founder of MedCannAccess.

He says many potential patients don't know where to go and are intimidated by the four pages of forms required by the government. Some are embarrassed about using medical marijuana and will hide it from family, coworkers and friends.

"We don't think phone or e-commerce provides the level of support people need. When narcotics are prescribed, people talk one on one with a pharmacist. The same standards should apply for medical marijuana."

The Hamilton location, at 100 James St. S., is the second to open behind Etobicoke. Another location in Guelph will open soon.

There will be no marijuana on site, stresses Kovacevic. Patients ordering through the centre will have it sent directly to their homes.

Kovacevic says the company's three founders are all medical marijuana users who understand the system from the patient's perspective. He says recent changes to access have improved patient safety and boosted the prospects for research into new products and better varieties.

But he says a real concern is keeping medical marijuana affordable for the ill and disabled. A new industry association will lobby to have government and private medical insurers cover the costs of doctor-prescribed pot.

If the affordability aspect is addressed, Kovacevic says the market for medical marijuana is "massive."

The industry has been estimated to be worth $1.3 billion.

But everything is in flux after rules changed this spring since new rules were legally challenged by users. Under new Marijuana for Medical Purposes Regulations, individuals can no longer be licensed to grow their own plants but instead must buy from licensed commercial producers.

Health Canada has granted 13 licences to suppliers so far and is working through a backlog of applications that Kovacevic says tops 1,000.

He says MedCannAccess has passed the paperwork and inspection stages of approval but is awaiting RCMP checks on its executives, board members and staff at its two growing facilities.

MedCannAccess formed in February 2013 with three partners and has since landed outside investment. The goal is to expand its centres across the province within a year and then nationally over the next three years.

Kovacevic was licensed to grow medical marijuana under the old rules and once licensed again, will grow nine varieties. He said MedCannAccess will also look at importing if that keeps costs lower for patients.

"We didn't set out to do this to become a massive producer. Our goal, really, is to provide access for patients to medical marijuana. We don't aim to be the biggest company in the world. We want to meet needs of patients, rather than creating needs."

Chris Parry, who analyzes the medical marijuana industry for Stockhouse.com, says MedCannAccess's business model makes sense because only a small portion of Canadians buy their medicine online and most wouldn't treat medical marijuana any differently.

"I think they are starting in the right way. They are looking to actually create an atmosphere where my grandma would feel comfortable going in and getting what she needs."

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He says the plan to create a patient base now will give the company a running start when it does get licensed. He says an operator would need about 2,000 regular customers to break even.

MedCannAccess also has a letter of intent with Buccaneer Gold Corp., the first step in a takeover. That deal will allow capital for expansion and to develop alternative methods of ingesting marijuana, says Kovacevic

Parry says many mining companies have jumped into the medical pot game. There was a flurry of investment a few months ago as medical marijuana players sought capital and access to the stock exchange.

"That hype spike has seemed to pass. Those that are getting financed now seem to be those with a business plan and good management. They are a very attractive thing for a lot of investors."

Parry says any potential legalization of recreational pot would make quality distribution channels vastly more lucrative.

"Many of these players are just hoping to keep the lights on long enough for when recreational use is approved."

Parry has seen first hand the lineups at illegal storefront dispensaries in Vancouver.

"I thought it would be stoners and meth heads at these places, but it's people in suits and ties."

MedCannAccess Hamilton office: 100 James Street South, Suite 2

Contact: 1-877-780-MEDS (6337) or chat@medcannaccess.com

mmacleod@thespec.com

905-526-3408 | @meredithmacleod