Standardized Patients (SP) are "Individuals who are trained to present the symptoms and signs of disease process as they present in real patients" (Barrows, 1985). Standardized patients have been shown to be effective in teaching clinical, interviewing and communication skills to learners from a variety of disciplines, including medicine, nursing, dental, law and other professions.

According to the Association of Standardized Patient Educators (ASPE), "An SP is a person trained to portray a patient scenario, or an real patient using their own history and physical exam findings, for the instruction, assessment, or practice of communication and/or examining skills of a health care provider. In the health and medical sciences, SPs are used to provide a safe and supportive environment conducive for learning or for standardized assessment.

SPs can serve as practice models, or participate in sophisticated assessment and feedback of one's abilities or services. The use of simulated scenarios involving humans is rapidly expanding to meet the needs of many high-risk service fields outside of human health care." (Gliva-McConvey, n.d.)

SP can also mean standardized professional; individuals from the community can be utilized to portray a professional from many different fields challenging learners to deal with certain issues that arise in their chosen careers.

Standardization

Standardization stems from systemic training and ability of the SP to follow the training outline. Standardized performances of individual cases by multiple SPs ensure fairness and objectivity. With standardization, each patient or professional represents the same case in the same way, even when interacting with different learners at different times. Learners will interact with, interview and examine the patients/professionals differently. For a particular case, the SPs' responses to questions and manners should remain constant and consistent, despite the different styles and skill level across learners and across the duration of the program.

Benefits of Standardized Patient Use

Interacting with SPs gives learners a chance to practice their clinical and interpersonal skills with an emphasis on communication before meeting real patients. Alternately, interacting with SPs gives learners an opportunity to demonstrate competencies and to be assessed by more senior members of their professions.

For example, learners might practice pure communication skills like interviewing or delivering complex information in an understandable way (based on patient responses). In a different scenario, learners may conduct a brief history along with a physical exam on an SP. The physical exams given to SPs are similar to general internal physical examinations, are non-invasive and should not be painful. After a learner/SP performance, learners are provided feedback by a preceptor and/or their peers. An SP may also be asked to provide brief feedback, which is a component of the SP training process. The time allowed for feedback is an integral part of student learning.

The US Marine Corps (USMC) has announced plans to start new acquisition and modernisation efforts in the next few years to progress ongoing programmes and improve its synthetic training capabilities. 

The service has shown interest in platforms, technologies and software solutions to prepare marines from individual to battalion levels. The simulation capabilities will provide training in shooting, performing marksmanship tasks, driving ground platforms, and operating EW and C2 systems.

While the budget of some of those efforts has yet to be defined, contracts will be expected to be awarded, new efforts launched and milestones reached from FY2024 to FY2031.

Related Articles

I/ITSEC 2023: How VR and AR are reshaping the training capabilities for the Pentagon

I/ITSEC 2023: US Army switches training focus to cyber and EW

I/ITSEC 2023: US Marine Corps seek AI capabilities for training purposes

I/ITSEC 2023: How wide is the gap between the US and China’s capabilities?

Speaking at the I/ITSEC 2023 in Orlando, Florida, this November, Col Marcus J Reynolds, programme manager for training systems (PM TRASYS) Marine Corps Systems Command (MARCORSYSCOM), stressed that it would enable training marines for deployment in multi-domain, challenging scenarios.

From his perspective, ‘what is important is the warfighter’ and synthetic training systems will enable marines to be ‘more lethal and come back safe’ after accomplishing their missions.

Joe Lomangino, programme lead at the Range and Training Programs Division (RTPD), Training and Education Command (TECOM), stressed that the service intends to take advantage of various cutting-edge technologies.

‘Marines of today are working with the gaming industry, which is far beyond what they have right now,’ he explained.

In FY2024, the goal will be to progress with at least 10 initiatives including the Live-Virtual-Constructive Training Environment (LVC-TE), which will aim to provide enterprises services to execute persistent, consistent, collective training capability by connecting legacy Marine Corps training systems to support training exercises.

Alongside Project Tripoli, the LVC-TE will offer the means to conduct fully integrated training at all echelons, in all domains, connected across disparate locations.

In the current fiscal year, the service plans to deploy an initial LVC-TE capability to five sites: 29 Palms, Camp Pendleton, Camp Lejeune, and Marine Corps Bases Hawaii and Okinawa. The goal will be to conclude the software development by Q2 FY2026. In its fully mature state, it will offer the interoperability Marines require to fully integrate with joint and international live-virtual-constructive capabilities.

‘We cannot forget about coalition partners,’ Lomangino stressed. ‘We have to ensure that their coalition partners can interact with us as well.’

Directly linked to this programme will be the Live Virtual Constructive Enterprise (LVC-E) initiative which will allow the LVC-TE portfolio to establish common product lines for the areas that reach multiple systems and establish and implement standards and policies for a software factory.

USMC will modernise its Combat Convoy Simulator. (Photo: US Marine Corps)

The LVC-E is currently in the market research and acquisition strategy development phase with a service contract expected to be awarded in the Q3 FY2024.

Another programme that will advance in the current fiscal year is the starting of the technological refresh of in-service Indoor Simulator Marksmanship Training (ISMT). The process will be carried from Q4 FY2024 to Q4 FY2025.

The next step, in FY 2026, will involve the recompete of the Advanced Small Lethality Trainer (ASALT),  an existing capability which requires Marines to move while engaging multiple targets, limited exposure targets and moving targets.

In the case of the Joint Virtual Fires Trainer (JVFT), it will be a multi-vendor abbreviated acquisition programme (AAP), with an extended user evaluation. A total of 20 sets of JVTF hardware and software have been scheduled for delivery in FY2024. Under this effort, two vendors should be announced in Q2 FY2025.

It will provide the USMC with an ability to train and joint fire, close air support, call for fire and naval surface fire support coordination in a 3D (VR/XR) environment while aboard ship, forward deployed, in garrison or schoolhouse.

The Marine Common Virtual Platform (MCVP), meantime, will be new equipment with validated capability requirement change under the Deployable Virtual Training Environment (DVTE) that will become a new programme in FY24.

It is intended to provide a common hardware platform and operate over a variety of networks and classification levels to support how the use community will meet future training needs in live, virtual and constructive training environments.

‘We are at a point where they have so many opportunities and so many changes [to conduct],’ Elizabeth Tygart, product manager of STS within the PM TRASYS, MARCORSYSCOM.

The Marines also have ambitious plans for FY2025 as it intends to select by Q2 software suppliers for the Enterprise Ground Maintenance Training System (EGMTS), which is currently in the requirements development process.

Training in a virtual battlespace at the Battle Simulation Center, in Twentynine Palms, California. (Photo: US Marine Corps)

The EGMTS will intend to modernise the branch’s ground maintenance training devices by providing a suite of common hardware and software platforms which will serve as a vehicle for developing course syllabi and related materials for schoolhouses and ground maintenance trainers.

In FY2026, the branch will start three new initiatives: Marine Common Driver Trainer (MCDT), Ground Vehicle Training System (GVTS) and Small Unit Tactical Systems (SUTTS).

MCDT has planned to modernise the in-service Operator Drive Simulator (ODS) by providing a more realistic experience and high-fidelity training for motor transport operators and incidental drivers from basic through advanced tactical driver training by simulating visual, aural/audio and haptic and dynamic motion cues.

For the GVTS, the USMC will launch in Q2 FY2026 a middle-tier acquisition (prototyping and production likely) programme.

This effort is now in the requirements development process and is intended to provide the Marines with the capability to train operators, drivers and vehicle crews throughout all elements of the Marine-Air-Ground Task Force.

The service will also start the Small Unit Tactical Systems (SUTTS) in Q4 FY2026 aiming at having a consolidated and network-enabled simulated environment for training in fundamental and advanced marksmanship skills as well as in combat training with organic infantry weapon systems.

The Marine Air Command and Control System (MACCS) Simulation, concurrently, has been scheduled to conduct a software acquisition pathway in FY2026.

It will be a stand-alone capability to modernise the MACCS training enterprise powered by a network simulation engine capable of realistically replicating all C2 data the MACCS would receive during tactical operations.

Other upgrading efforts will be held within the Combat Convoy Simulator (CCS) and the Family of Combat Vehicle Training Systems (CVTS) in FY2027.

CVTS is expected to start in Q4. It will be a high-fidelity computer-based, interactive simulator that provides individual, crew, section and platoon training in precision gunnery and mission tactical skills to the Light Armoured Reconnaissance (LAR) and the Assault Amphibian communities.

US Marines Combat Convoy Simulator. (Photo: US Marine Corps)

In the case of the CCS effort, the service plans to award an Other Transaction Authority (OTA) contract in FY2027 to modernise its existing Combat Convoy Simulator.

The in-service capability currently provides an immersive environment for C2 procedure for vehicle and convoy commanders. It simulates scenarios for IED countermeasures, EOD support, call for fire, close air support and medevac training.

Other programmes that USMC should advance in the short-term are the Force on Force (FoF), Infantry Immersion Trainer (IIT), Family of Egress Trainers (FET), Live Firing Training Systems (LFTS), Range Training Aids Portfolio (RTAP), Ground Ranges Sustainment Program (GRSP), Live Fire Evaluation Tool (LFET) and Electronic Warfare Ground Instrumentation (EWGIR)

The MAGTF Training System Support (MTSS), Ground Training System Support (GTSS), Role Players Services, Under Water Egress Trainer (UET), Equipment Related Services – Systems (ERS-S) and Electronics Communication Systems (ECS) and Known Distance Automated Scoring (KDAS) are also among its future priorities.

Tygart noted that incorporating and combining all those new and upgraded systems will be another challenge.

‘What is the hardest thing right now? That is going to be that integration perspective. So this is what they are looking at,’ she claimed.

The development, acquisition and technological refresh efforts are aligned with the US Marines Training and Education (T&E) 2030 document. Released in January, the paper identified key tasks and issues to modernise the service’s training and education system.

By incorporating feedback from Marines and lessons learned from force-on-force (FoF) exercises, the report concluded that the current T&E system was not preparing the Marines for the future operating environment.

It alerted that the branch should further emphasise training and education in order to drive individual, unit and collective readiness.

The report also pointed out that there is insufficient FoF training in the branch and warned that although synthetic training capabilities are major combat multipliers, they are severely underdeveloped and under-resourced.

Shephard's I/ITSEC 2023 coverage is sponsored by:

NEWCASTLE UNITED remain committed to building a new state-of-the-art training complex in the next few years, but the club’s hierarchy feel the building work that is nearing completion at the current Darsley Park site will help reverse much of the decline that had set in under Mike Ashley’s previous regime.

Alan VP of Marketing at Jafton.

AI's integration across sectors, especially marketing, is revolutionizing innovation, emphasizing efficiency and adaptability. Brands now leverage AI to foster deeper, personalized connections with audiences, transforming customer engagement.

Personalization in marketing is paramount. Today's tech-savvy consumers demand unique experiences, making generic campaigns obsolete. AI, analyzing extensive data, pioneers this shift toward hyper-personalized marketing to redefine global marketing strategies.

For marketers and entrepreneurs alike, I believe grasping the interplay between AI and personalization is important for contemporary success.

Understanding AI-Driven Personalization: Background And Benefits

In pre-digital times, marketing personalization was manual, based on broad demographics and direct feedback, and often lacking accuracy. The digital revolution brought an influx of consumer data, but despite early algorithms, genuine personalization was challenging.

The advent of AI and machine learning revolutionized this. Marketers shifted from broad categorizations to focusing on individual behaviors, transitioning from reactive to anticipatory strategies. Essentially, the move from intuition to AI-driven methods underscores technology's transformative role in contemporary marketing.

At its core, AI-driven personalization leverages AI to tailor marketing efforts to individual consumers. It goes beyond traditional data analytics by using machine learning algorithms to predict and adapt to user behaviors in real time.

AI systems process extensive data from sources like browsing histories, purchase records and social media. Take a user interested in athletic wear who recently ran a marathon, for example. AI could merge this data with their social media activity to recommend specific running gear.

Through analyzing such data, AI identifies unique user patterns. As it gathers more data, its understanding sharpens, making its predictions more accurate. This continuous adaptation distinguishes AI-driven personalization from conventional methods. Potential benefits of this approach include:

Enhanced Customer Experience

AI's ability to predict and understand customer preferences in real time ensures that consumers receive content and offers that resonate deeply with their individual needs and desires.

Increased ROI

With more precise targeting, businesses can achieve better conversion rates and customer retention, leading to improved return on investment.

Scalability

AI can handle vast amounts of data, allowing brands to provide personalization at scale, reaching vast audiences with tailored content.

Real-Time Decision Making

AI's capability to make instantaneous decisions based on real-time data ensures that marketing efforts are timely and relevant.

In essence, AI-driven personalization is about harnessing the power of technology to understand and cater to the nuances of individual consumer behavior, making marketing efforts more relevant and effective.

Real-World Applications, Challenges And Considerations

The transformative power of AI-driven personalization is evident in various sectors, reshaping how businesses interact with their consumers. For example, platforms like Amazon utilize AI to suggest products tailored to individual browsing and purchase histories. Streaming services like Netflix or Spotify employ AI to curate content based on user preferences, ensuring that recommendations align with individual tastes. Even AI-driven chatbots provide personalized solutions to customer queries, often predicting needs based on past interactions and preferences.

Data Privacy Concerns

However, with these advancements come challenges. As AI systems rely heavily on user data, there's a fine line between personalization and privacy invasion. Brands must ensure they adhere to data protection regulations and prioritize user consent.

Here are some examples of how companies can adhere to data protection regulations and prioritize user consent in the context of AI systems. One effective approach for brands to consider is the implementation of a comprehensive and transparent data privacy framework:

1. Developing A Clear Data Privacy Policy: This policy should be easily accessible and understandable by users. It must clearly outline what data is collected, how it is used and the steps taken to protect it.

2. User Consent Management: Implement a robust system for obtaining and managing user consent. This includes clear options for users to opt in or out of data collection, with mechanisms that are easy to use and understand.

3. Regular Audits And Compliance Checks: Conduct regular audits to ensure compliance with all relevant data protection regulations (like GDPR, CCPA, etc.). This also involves staying updated with any changes in these laws and adjusting practices accordingly.

4. Investing In Data Security Technologies: Utilize state-of-the-art security technologies to safeguard user data. This includes encryption, secure data storage solutions and regular security assessments.

5. Educating And Training Staff: Ensure all employees are well-versed in data privacy practices and understand the importance of adhering to these policies. Regular training sessions can be beneficial.

6. Transparent Communication With Users: Keep users informed about how their data is being used and any changes in the privacy policy. Transparency builds trust and shows a commitment to protecting user data.

7. Leveraging Privacy-Enhancing Technologies: Use technologies like anonymization, pseudonymization and differential privacy to minimize the risk of data misuse while still deriving valuable insights.

8. User-Centric Design: Design AI systems with user privacy in mind from the outset. This involves considering the implications of data collection and processing on user privacy during the system design phase.

By following these steps, brands can adhere to data protection regulations while demonstrating a commitment to respecting user privacy, enhancing reputation and user trust.

Over-Reliance On AI

While AI offers precision, there's a risk of losing the human touch. Striking a balance between automation and human interaction in marketing, especially when using AI, is crucial to avoid this issue. One strategy I've found effective is a "hybrid marketing model." Here's how this can be approached:

1. Defining Roles For AI And Human Interaction: Delineate the tasks best suited for AI and those that require human intervention. AI is excellent for data analysis, predictive modeling and automation of repetitive tasks, while human expertise is essential for creative content creation, strategy development and nuanced customer service.

2. Personalizing With AI, Engaging With Humans: Use AI to gather insights and personalize marketing efforts, such as targeted advertisements and customized content. However, ensure that human teams are involved in engaging with customers, especially in responding to queries, complaints and feedback.

3. Training And Upskilling Teams: Invest in training marketing teams to work alongside AI. This includes understanding how to interpret AI-generated data and insights and how to apply them in a human-centric way.

4. Feedback Loops: Establish feedback loops where human insights can inform and refine AI algorithms. This helps avoid biases and ensures AI-driven marketing remains relevant and sensitive to customer needs.

5. Ethical And Empathetic Marketing: Embed ethical considerations and empathy in marketing strategies. AI should be used to enhance the customer experience, not manipulate it. Human oversight is key in ensuring the ethical use of data.

6. Augmentation, Not Replacement: Position AI as a tool to augment human capabilities, not replace them. This perspective helps in leveraging AI for efficiency while retaining the human elements that are crucial for brand identity and customer relationships.

7. Experiment And Iterate: Experiment with different blends of AI and human interaction. Iteratively Strengthen based on results and customer feedback. This adaptive approach allows brands to find the right balance unique to their market and audience.

Conclusion

AI-driven personalization is reshaping marketing, offering unparalleled insights and engagement opportunities with consumers. Its potential is vast, but businesses must balance technological innovation with transparency and ethics.

The future of marketing hinges on not just advanced algorithms but also on genuine connections with consumers. In this evolving landscape, brands that merge AI capabilities with human values can work toward setting the gold standard in personalized marketing, ensuring relevance and trust in every interaction.

Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

The Rovers players and staff members have today undergone testing for COVID-19 ahead of the club’s return to training next week.