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Tony Hogben, Immersive Studio Lead at Pfizer Digital Omnichannel Services & Solutions (OSS) – Interview Series
- Tony Hogben is the Immersive Studio Lead at Pfizer Digital Omnichannel Services & Solutions (OSS) which is focused on transforming how Pfizer connects with patients and healthcare professionals worldwide through innovative digital strategies and technology.
- Hogben's career in digital innovation began with a degree in 'New Media', followed by running his own digital agency during the emergence of Web 2.0, where he pioneered SAAS solutions and mobile applications.
- Joining Pfizer allowed Hogben to combine his creative vision and technical expertise, leading the Immersive Studio to enable teams to utilize immersive and interactive technologies for enhanced engagement and communication.
- AI-powered immersive medical training offers flexibility and improved knowledge retention rates up to 76% better than traditional methods, with AI enhancing content creation, learner experience, feedback, and collaborative learning.
- At Pfizer, AI is being integrated into medical simulations to accelerate content creation, streamline technical processes, and create learner-adaptive experiences, although methodical implementation in the regulated healthcare industry poses challenges.
- The 360-degree virtual laboratory at Pfizer provides healthcare professionals with interactive simulations to improve skills, with positive feedback on realism, engagement, and flexibility, leading to better confidence and retention of knowledge.
- AI and immersive tech can enhance training accessibility, but barriers such as regulatory concerns, adoption hesitancy, and technical limitations need addressing to drive responsible innovation in healthcare.
- Hogben foresees AI playing a more active role in patient care within the next five years, working alongside healthcare professionals in a 'human-in-the-loop' framework to enhance decision-making while maintaining human oversight for patient safety.
- To prepare for AI advancements outperforming human professionals in certain tasks, the healthcare industry needs to view AI as a collaborator rather than a replacement, starting with small, targeted tasks to build trust in AI capabilities over time.
- Scaling AI solutions in healthcare involves addressing technology infrastructure and user adoption challenges, with a focus on establishing robust technical foundations and designing solutions for widespread adoption.
- Hogben believes that AI advancements like administrative automation, drug discovery acceleration, precision diagnostics, and personalized treatment will significantly transform healthcare in the next five years, ushering in cognitive augmentation and improved patient care.
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