Getting Personal: FDA's Plan to Save the Drug Industry

There's no question the pharmaceutical industry is desperate for a more efficient R&D machine, and FDA thinks it has one answer: personalized medicine. But for Big Pharma, the idea runs counter to the commercial reality: no one has yet demonstrated a viable model for making personalized medicine pay off. Knowing where and how to invest in personalized medicine--and taking advantage of FDA's interest the area--will increase the chances of commercial success.