Brands & Places

Co-Creating the Future of Healthcare: An immersive, patient-centered & learning ecosystem

20. November 2025

© John Harvey

Healthcare is changing faster than ever. Demographics, chronic conditions, workforce shortages, rising expectations and the acceleration of AI and immersive technologies are transforming what (health) care can be — and what it should be.

At Brand & Places, we see this moment not only as a challenge but as an invitation: to connect, to transform, to fuel, co-create and co-lead change and establish a resilient ecosystem . Or as we say in German: Miteinander Füreinander!
And when it comes to people living with chronic conditions: never without them.

Last week, we had the privilege of contributing to two pivotal events showcasing and discussing the future of healthcare — each in its own way a mirror of where healthcare is heading.

1. Novartis Interaktiv: AI in the healthcare system – A Dialogue that Matters

The challenges facing our healthcare system are no longer abstract trends — demographics, skills shortage, financial pressure are hitting us with full force. This became all the more clear at “Novartis Interactive”, we facilitated. Together with German patient organisations of all kind, we discussed intensively how we can finally use technological innovation strategically and operationally – not as a buzzword, but as a lever for security of supply, efficiency, and real 𝗣𝗮𝘁𝗶𝗲𝗻𝘁 Centricity.

© Nadine Roßa für Novartis Interaktiv

Particularly valuable:
1. having the needed expertise on stage, namely
– Dr. Sven Schmeier / Deutsches Forschungszentrum für Künstliche Intelligenz (DFKI) with the basics when it comes to AI as a patient organisation,
– Anisa Idris / Spitzenverband Digitale Gesundheitsversorgung on the EU Artificial Intelligence Act: Auswirkungen für Deutschland«
– Dr. Benjamin Gmeiner | Novartis Deutschland and
– Dr. Wolfgang C. G. von MeißnerWolfgang C. G. von Meißner / HÄPPI Hausärztliche Primärversorgungszentren

2. having created a space of trust, clarity and co-creation so that the perspectives from the patient community could shine and constructive dialogue emerged. It became obvious: Technology must not be an end in itself; it must have a tangible impact. What impressed us most was the openness of patient organisations to explore together with the expert speakers how AI could:

support shared decision-making
personalise care journeys
reduce administrative burdens
close information gaps
empower individuals to manage chronic conditions with clarity and confidence

Because meaningful innovation in healthcare doesn’t happen in silos. It happens when stakeholders listen, challenge, empathise, learn from and with each other and – start building together.

2. Immersive X: When VR, AI and Human Experience Meet

A few days later, at Immersive X 2025, we again took an active role — shaping safe spaces and facilitating conversations in sessions focused on VR-powered and AI-driven Diabetes coaching in an immersive disease appropriate environment.

What we learned: Immersive technologies are no longer futuristic prototypes. They are tools — enabling another immersive environment, enriching medical education, and strengthening behavioural change pathways. From witnessing a VR journey inside the human body explaining hyperglycaemia, to exploring personalized AI-supported diabetes coaching that addresses real patient needs 24/7, one theme kept emerging:

👉 Innovation in healthcare becomes powerful when it becomes a tangible, experiential, personal – and learning ecosystem.

Thank you to Ines Heitkamp (MTX ) for hosting us in their virtual environment and introducing us to their AI assistant and Diabetes coach Sarah and and to D.J. Smith and Lyron Bentovim (CCO and COO Glimpse Group) to answer all the technical questions and explore the opportunities and challenges of integrating AI-driven virtual assistants into healthcare. And to dare a glimpse (sic!) into the future, that needs us to be built.

At Immersive X, the community is one of likeminded experts in their field, who might not have met otherwise. We were happy to helped bring together medtech innovators, patient advocates, healthcre professionals and platform builders. And we left with the same feeling we had hoped for:
collective energy. shared purpose. new partnerships. ideas ready to grow.

3. What These Two Events Tell Us About the Future of Healthcare

The future of healthcare will be co-created — not delivered.

It will be shaped by diverse teams and bold collaborations. By leaders who understand that trust, connection and meaningful involvement of those directly affected are the true currency of sustainable innovation. Across both events, three insights stood out strongly:

Insight 1: Patients are partners, not endpoints

Whether AI or VR — technology must be built together with people living with chronic conditions. No strategy or innovation should happen without them.

Insight 2: Technology is a tool — empathy is the driver

Immersive worlds and AI models only unfold their value when embedded in a ecosystem, that provides safety, communication and care.

Insight 3: Collaboration beats competition

The most impactful conversations at both events emerged when stakeholders opened up, shared knowledge and dared to align on bigger ambitions.

4. Our Commitment: Leadership in a Changing Healthcare Ecosystem

This is where Brand & Places contributes its strength:
We bring people together and elevate voices.
We design processes, platforms and events that create alignment, trust and momentum.
We translate complexity into clarity.
We make future-thinking tangible.

As we continue to shape the innovation agenda with our partners, our commitment remains simple — and strong. Because healthcare only becomes better when designed miteinander, füreinander — und niemals ohne die Menschen, die täglich damit leben.

Co-Creating the Future of Healthcare: An immersive, patient-centered & learning ecosystem

1. Novartis Interaktiv: AI in the healthcare system – A Dialogue that Matters

2. Immersive X: When VR, AI and Human Experience Meet

3. What These Two Events Tell Us About the Future of Healthcare

Insight 1: Patients are partners, not endpoints

Insight 2: Technology is a tool — empathy is the driver

Insight 3: Collaboration beats competition

4. Our Commitment: Leadership in a Changing Healthcare Ecosystem

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