Personalized Medicine. If people have heard the term before, they are most likely inclined to think of medical/testing products that can be purchased at a pharmacy (i.e. pregnancy tests). But P.M. is so much more. A popular definition is medicine that incorporates genetic profiles for the prevention, detection, and treatment of disease by taking into account a person's unique genetic profile.
The Human Genome project which started in 1990 and mapped the genetic make-up of humans has helped unlock significant opportunities for defining new treatments (medical, nutritional and behavioral) for keeping a person healthier longer. This international public/private scientific research project is what I mean by governments 'encouraging more development'.
Imagine being able to customize preventitive strategies so women with a genetic predisposition to develop breast cancer can have mamograms more frequently than the general public so they can increase their chance of an early detection? Imagine an individual likely to suffer from Diabetes Type II being 'prescribed' work out sessions with a trainer and sessions with a nutritionist to avoid this chronic disease, which now afflicts an estimated 20 million Americans? These are just some of the opportunities that exist as advances in personalized medicine are realized - pretty cool.