Challenge
In 2006, the shift in the healthcare field – from a one-size-fits-all approach to personalized, targeted methods of diagnosing and treating patients – rapidly gained traction. But those in the know were still a small minority, and it was important to reach beyond scientists and drug developers to policymakers, insurers, physicians, patients, and the public.
The field of personalized medicine lacked:
- A credible, comprehensive source for information on latest developments.
- A multi-constituency forum in which to “convene the debate” on issues.
- Tangible examples of personalized medicine “in action” to overcome skepticism.
Approach
FKH, in collaboration with Pharmaceutical Research and Manufacturers of America (PhRMA) and the Personalized Medicine Coalition (PMC), developed a resource to broaden the knowledge base and engage multiple constituencies. Specifically, FKH:
- Developed the concept, generated the content, designed and built The Age of Personalized Medicine website.
- Identified and spotlighted thought leaders, personalized medicine products on the market and in the pipeline, and medical institutions where personalized medicine was already in practice.
- Developed and produced “The Case for Personalized Medicine,” a landmark document presenting the demonstrated benefits of personalized medicine, and painting a realistic scenario for its evolution.
Impact
Today, www.ageofpersonalizedmedicine.org is where industry thought leaders blog, and critical new ideas of importance to the field are aired.
For more information, contact Marcia.Kean@fkhealth.com
