The Pharmacogenomics Challenge
Individualized drug therapy represents such a potential watershed in the pharmaceutical industry that drug and biotech players have no option but to consider how and when they should participate in pharmacogenomics. But thanks to the evolving nature of the technologies and responses to the cultural and political issues pharmacogenomics raises, drug firms should think in particular about three areas of opportunity and risk: enhancing the commercial value of drugs; regulatory changes that could lead to micro-segmentation of markets; and new methodologies that streamline clinical development costs.
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