The aggregation of consumer data taught businesses no two consumers are alike. In response, businesses have learned to personalize their products and marketing efforts to address their customers unique needs and preferences. No two patients are alike, either, which is why personalization in medicine and treatment has become just as important to modern healthcare experiences and overall outcomes.For example, precision medicine a specific type of personalized health care involves the use of a patients genetic profile to customize disease treatment plans. Pharmacogenomics (the study of how genes affect pharmaceutical treatments) has proven successful in more than 100 clinical trials, and more are already underway. Oncologists can now use genetics and genomics to design cancer therapies guided by specific tumor markers.In a broader sense, however, personalized health care is about more than just diagnoses and treatments. It also includes utilizing vast amounts of data to predict health risks or determine how a patient will respond to a certain wellness plan, offering a picture of a patients well-being more holistically than ever before.

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