Since the mapping of the human genome in 2003, the pace of new discoveries about the genetic underpinning of diseases and the ability to use this information to better segment patients for targeted therapies has advanced at a dizzying pace. The emergence of personalized medicine as a powerful force reshaping healthcare is starting to change everything from the way drug companies develop therapies to the way doctors treat patients. But barriers remain from realizing the benefits of this new approach. We spoke to Ed Abrahams, executive director of the Personalized Medicine Coalition about “The Case for Personalized Medicine,” a new report from the organization. Burrill & Company, publisher of The Burrill Report, is a member of the Personalized Medicine Coalition. We talked to Abrahams about the promise of personalized medicine, hurdles that need to be overcome, and the critical role it could play in healthcare reform.