Cancer biomarkers, companion diagnostics and personalized oncology.

changes in modern healthcare. The emergence of rapid communication, social networking and electronic information sharing has created a better-informed and more demanding consumer. The era of phenotypically derived pharmaceuticals that show limited efficacy in as many as 70% of treated patients is no longer acceptable to the public [5,6]. Furthermore, adverse drug reactions caused by the failure to predict individual drug toxicity or toxic drug–drug interactions now account for 100,000 patient deaths, 2 million hospitalizations and $100 billion in healthcare costs in the USA every year [5,6].

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