Screens in medical waiting rooms is one of the most well established kinds of digital OOH media, and there's been no end of companies that developed networks built around advertising-supported content.
That's now happening in the United States with medical cannabis clinics, through a pair of signage industry vets who have applied what they learned in mainstream medical centres to clinics focused on cannabis products - as alternatives to things like opioid medications.
Kim Sarubbi has been working with Phil Cohen on medical center content for a quarter century, and answered Cohen's call when he said he was getting back into waiting rooms aimed at the emerging cannabis market, via the Cannabis Medical Network.
They are already in roughly 1,000 clinics with a screen, media player and custom-created content that's designed to educate patients about the potential benefits of cannabis for battling things like PTSD or easing the pain or effects of cancer, epilepsy or other diseases.
I spoke with Sarubbi about the challenges of operating in a still emerging industry and market where the rules can vary, the product gets looked at with raised eyebrows, and the snake oil crowd can easily intermingle with the makers of much more proven and established products and treatments.