Consumer familiarity, perspectives and expected value of personalized medicine with a focus on applications in oncology

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Knowledge of consumer perspectives of personalized medicine (PM) is limited. Our study assessed consumer perspectives of PM, with a focus on oncology care, to inform industry, clinician and payer stakeholders’ programs and policy.

Materials & Methods:

A nationally representative survey of 602 US consumers’ ≥30 years old explored familiarity, perspectives and expected value of PM.


Most (73%) respondents have not heard of ‘personalized medicine,’ though after understanding the term most (95%) expect PM to have a positive benefit. Consumer's willingness to pay is associated with products’ impact on survival, rather than predicting disease risk. If testing indicates consumers are not candidates for oncology therapies, most (84%) would seek a second opinion or want therapy anyway.


Understanding heterogeneity in consumer perspectives of PM can inform program and policy development.

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