Fostering the process of adoption of personalised medicine: A matter of communication or a matter of cost?

Pedro Reinares Lara
Emma Gutierrez de Mesa

DOI:https://doi.org/10.5912/jcb205

Abstract:

Pharmacogenetics, along with its derived products, diagnostic tests and customised medicines, has been introduced to the market with high commercial expectations (derived from its obvious science-based benefits). Nevertheless, its commercial success is far below that is expected. Although the favourable arguments for its development are sufficiently documented in the literature, the reality of the market forces the consideration of a scenario with less optimistic elements. This work synthesises the different barriers limiting their development including the crucial factors acting on the demand side. In order to support this argument, an exploratory study was carried out. The research leads to interesting operative conclusions to be taken into account by the diagnostic industry in order to improve its further adoption by the market.

Keywords:diagnostic test ,personalised medicine ,communication ,marketing ,en ,