James Tabery - “Personalized Medicine” Wasn’t Personal; “Precision Medicine” Isn’t Precise

Ever since the end of the Human Genome Project in 2003, medical geneticists have been forecasting a genomic revolution in healthcare. Initially, this revolution was packaged as “personalized medicine”—the idea being that getting DNA from patients will allow for individualizing treatments and preventive care. Eventually, though, geneticists became concerned that the language of “personalized medicine” misled patients and the public about how medical genetics actually works, and so an effort was made to rebrand the revolution as “precision medicine”. I’ll tell the story of how this scientific marketing fiasco unfolded, explaining how it managed to only compound the confusion surrounding what genetics does and doesn’t bring to medicine.


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