Virtual Reality Training Firm Shifts Focus to U.S. Market

Oxford Medical Simulation, a UK-based virtual reality training company, has shifted its focus to the U.S. market, citing challenges within the NHS system. Co-founders Jack Pottle and Michael Wallace said NHS procurement processes and decentralized trust structures have made it difficult to scale innovation. Although the NHS was initially ahead in adopting VR for training, the U.S. has since taken the lead. 

The need to engage individually with 229 NHS trusts has proven a major barrier. In contrast, the U.S. offers more centralized opportunities, with the company now working with three of the ten largest American healthcare systems. The firm provides VR simulations to help doctors and nurses gain practical experience. It previously received support from NHS innovation programs and worked with Health Education England. Despite frustrations, Pottle emphasized there is still recognition within the NHS of the importance of innovation, though operational hurdles continue to limit progress.