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College Students Bring Targeted Media to Doctors' Waiting Rooms

This story appears in the September 2013 issue of Entrepreneur. Subscribe »

Shradha Agarwal and Rishi Shah were writing an article on out-of-home media for their university's business magazine in 2006 when it dawned on them: This would make a great business. TV screens had become de rigueur in taxicabs, shopping malls and high-rise elevators. But the Northwestern University undergrads saw an untapped opportunity to bring multimedia content to a more targeted audience: patients in waiting rooms.

"My grandmother passed away young from diabetes complications," Agarwal says. "Rishi's father is a diabetes specialist. We saw how small bits of information at the right time and place can make a huge impact."

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