After a decade of hype and expectancy, personalized medicine is still in the process of "becoming." The science is there, but it's still in the process of being perfected. With new entrants such as Pfizer's Selzentry for CCR5 trophic HIV, and the relabeling of Warfarin to include genomic-dosing data, the industry is moving beyond the mere promise of targeted therapies—and thankfully, moving the discussion beyond oncology and the overhyped Herceptin case.
New York Times columnist Olivia Judson recently asked: So why hasn't personalized medicine yet hit it big? In part, it may be a simple matter of timing. In a Spectrum report, one industry commentator estimated that "[i]n 10 years, about 20 to 25 percent of new products in the pipeline will depend to some degree on a related test."
Pharma companies can go beyond viewing personalized medicine as just an R&D productivity tool to understanding how it can reshape market dynamics, alter a drug's marketing trajectory, and drive sales—possibly even in the face of generics competition. In fact, if managed and positioned correctly, tailored therapeutics can even offer a return on investment (ROI) equal to drugs developed under the one-size-fits-all model.