Hospital and clinic rooms are rarely places people like hanging around, and digital signage has long been seen as a way to distract and entertain patients, and their family or friends.

A London-based solutions provider called OOHScreen has a very different take on what digital signage should look like and do in those places. Instead of ads for cold remedies and wireless providers, they work with health care trusts in the U.K. to put in screens that are focused on beautiful visuals that ease anxiety and take peoples' minds off why they're even in those waiting rooms. At an oncology clinic that has the set-up, 98% of patients strongly agreed that the screens improved the waiting area environment.

The company's principals used their backgrounds in art and communications to come up with a turnkey service that puts the screens in place, and keeps them fresh with things like custom-developed visuals shot in the surrounding countryside.

I spoke with Hugh Turvey and Lisa Moore about what they do, and why it works.

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