Kathryn Phillips' recent article in Health Affairs (Sept/Oct 2006, vol. 25, no.5) explores the new frontier of personalized medicine using pharmacogenomics. That Dr. Phillips is on the right track of a new trend is beyond question. She makes a great case for the emergence of personalized medicines based upon genetic information -- targeted treatments akin to the having your suit made to fit versus buying off the rack. New and therapeutic treatments are not only possible but clearly within grasp for researchers and applied scientists.
The bigger question -- can we afford this?
In a seemingly unrelated event, Wal-Mart announced this week that sales of generic medication via Wal-Mart's own version of personalized sales (we presume it is branded as Wal-nerics or something like that) have tripled -- exceeding even Wal-Mart's lustful desires. Why?
Because the constant drumbeat these days isn't better quality, but rather health care cost containment. In our opinion, the market for personalized pharmacogenetics will remain wide open for the near term. There is a season for all things and this ain't yet time for high cost, low volume, low market-share personalized medicine.
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