In managing the marketing and communications department for a company that specializes in outsourced physician services, it is important for me to keep current, in terms of newest trends within marketing and public relations profession.

During a recent marketing round table discussion that I had attended, I was pleasantly surprised to be seated next to gentlemen who also worked in the physician service industry. While the roundtable topic was not something new to me, my new acquaintance had mentioned a healthcare trend that seems to be creating a buzz with regards to patient care: personalized medicine.

After reading up on the topic, I found an interesting article from “BioMed Reports” that stated the “excitement surrounding the personalized medicine market presents room for large annual growth in the near future. The market is projected to grow 12 percent annually and reach U.S. $148.4 billion by 2015, according to the change report.”

“However, as with any new opportunity, there are educational hurdles and funding questions that arise as this new technology emerges as a front-runner in the industry. The consensus in the biopharma market is that personalized medicine will help improve clinical endpoints because the treatments will focus on treating target populations using maximum efficiency and minimal side effects,” as reported in “BioMed Reports.”