In the quiet minutes before a telehealth appointment begins, pharmaceutical companies have discovered something rare in modern media: a patient who is present, attentive, and willing. The digital waiting room — built atop appointment metadata and intake data — transforms an old, opaque advertising format into a measurable, context-aware channel. This is not a new category so much as an old human moment, the anxious pause before a medical encounter, finally made legible to those who wish to speak into it. Whether that legibility becomes a tool for genuine patient education or merely a more prec