The Heart of Healthcare | A Digital Health Podcast

UpToDate’s AI Glow Up | Wolters Kluwer Health VP BD & Strategy Dr. Holly Urban

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Oct 27, 2025

Dr. Holly Urban, VP of Business Development and Strategy at Wolters Kluwer Health, discusses the innovative UpToDate Expert AI, designed specifically from verified medical content for clinician trust. She emphasizes the importance of grounding AI in credible sources to prevent hallucinations, explaining how it fits seamlessly into clinician workflows to combat app fatigue. Holly also explores the potential of AI in enhancing medical education and patient engagement, highlighting its role in upskilling healthcare professionals and transforming decision-making in patient care.

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INSIGHT

Trusted Source Prevents Hallucinations

Grounding AI in a verified, authored knowledge base preserves clinician trust and reduces hallucinations.
UpToDate Expert AI returns "we don't have this in UpToDate" when unanswered instead of inventing facts.

ADVICE

Make Models Admit Unknowns

If an AI can't find an answer in its verified source, design it to say so rather than fabricate a response.
Test and architect models to prevent leakage of external foundational knowledge into answers.

INSIGHT

Leverage Existing Clinical Workflows

Embedding AI into tools clinicians already use avoids app fatigue and speeds adoption.
Distribution through existing workflows trumps standalone point solutions for lasting impact.

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Over 3 million clinicians around the world depend on UpToDate to guide patient care, and now the gold standard in clinical decision support is integrating generative AI. But in a world where AI models often hallucinate, how do you build something that doctors can actually trust?

In this episode, Halle talks with Dr. Holly Urban, VP of Business Development and Strategy at Wolters Kluwer Health, about UpToDate Expert AI, a new tool trained exclusively on UpToDate’s physician-authored content — not the open internet — and what it means for the future of medicine.

We cover:

🤖 Why grounding AI in verified medical data matters for accuracy and trust

💬 How clinicians are using AI at the point of care today, and where they’re facing fatigue

📚 How medical education will evolve when memorization matters less than critical thinking

💡 Why patient-facing AI tools could help close the information gap between doctors and patients

🚨 The biggest risks Holly sees ahead for AI in healthcare

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About our guest:

Holly Urban, MD, MBA has extensive experience in healthcare technology and believes in the power of evidence-based content to transform EHRs beyond transactional systems into tools that allow clinicians to provide improved patient outcomes. After practicing as a primary care pediatrician, Dr. Urban worked for several EHR technology and evidence-based content companies, and has served in healthcare IT leadership roles for over fifteen years. Before joining Wolters Kluwer Health, she served as CMIO at Oracle Cerner, Director of Product Management at MCG Health, and VP of Product Management at McKesson Horizon Clinicals.

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Show Notes:

AI in UpToDate: New Generative solutions for Medical Professionals
AI hallucinates more frequently as it gets more advanced — is there any way to stop it from happening, and should we even try? (LiveScience)
Technology and healthcare costs (Annals of Pediatric Cardiology)

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