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BY DENISE MYSHKO
The use of pharmacogenomics to develop personalized medicine will lead to a culture change for the pharmaceutical industry. While initially disruptive, personalized medicine will lead to longer-term success for pharmaceutical companies. Dr. Gary Kurtzman Safeguard Scientifics There will be a greater impetus on pharmaceutical companies to demonstrate that their products are an improvement over the existing standard of care and to identify which patients will have unwanted side effects.