My focus, for the most part, has been and continues to be on consumer and patient marketing. So when I hear a term like “personalized medicine,” I think “personalized patient experience.” However, in the current vernacular of specialty drugs, and specifically oncology, “personalized” is a clinical description that essentially means targeted to one’s genomic makeup. These clinical advancements in genetically targeted therapies are nothing short of incredible. However, the rate of these clinical advancements is outpacing the development of individualized services to support how patients feel physically and emotionally, and how patients navigate through treatment and their own lives. When it comes to cancer, many pharmaceutical manufacturers and the medical community have lagged in providing the kind of beyond-the-pill-or-product services that help patients through their entire personal journey, but given the current oncology environment, focusing more on supporting patients’ specific needs will be increasingly advantageous.