NEW YORK--(BUSINESS WIRE)-- If personalized treatments are poised to change the face of medicine, that may be news to almost three-quarters of US consumers. In a 2013 study by GfK Bridgehead, a division of GfKs Health team, only 27% of respondents said they had heard of the term personalized medicine, and just 8% considered themselves very knowledgeable about the concept. More than half (53%) said that personalized medicine refers to medical care somehow geared to individual needs, while others thought the phrase had something to do with doctor/patient collaboration. Just 4% associated personalized medicine with genetics, which is generally considered a key element. To download a free report about this study, click here. After being given more information about personalized medicine, consumers varied widely in their receptivity, as well as their openness to genetic testing. Those who perceived their health as poor were less likely to embrace personalized medicine; but people diagnosed with life-threatening cancer were more open to genetic testing, perhaps because of their own experiences with the imperfections of the current system. The study showed that respondents who are more interested in genetic testing are likely to have Over half (55%) of those with a work-sponsored health plan … Continue reading
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