692
At point-of-care, the case studies personalized medicine will need to measure
outcomes, which are important for policy-makers, as evidence of clinical utility
(van Rooij et al. 2012 ). There is considerable discussion on issues related to com-
parative effectiveness of personalized medicine, drug development, and payer
approaches to evaluation as well as reimbursement of pharmacodiagnostics in the
US and Europe (O’Donnell 2013 ).
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23 Economics of Personalized Medicine