title: Consumer familiarity, perspectives and expected value of personalized medicine with a focus on applications in oncology.
abstract: OBJECTIVE
  Knowledge of consumer perspectives of personalized medicine (PM) is limited. Our study assessed consumer perspectives of PM, with a focus on oncology care, to inform industry, clinician and payer stakeholders' programs and policy.
  
  
  METHODS
  A nationally representative survey of 602 US consumers' ≥30 years old explored familiarity, perspectives and expected value of PM.
  
  
  RESULTS
  Most (73%) respondents have not heard of 'personalized medicine,' though after understanding the term most (95%) expect PM to have a positive beneft. Consumer's willingness to pay is associated with products' impact on survival, rather than predicting disease risk. If testing indicates consumers are not candidates for oncology therapies, most (84%) would seek a second opinion or want therapy anyway.
  
  
  CONCLUSIONS
  Understanding heterogeneity in consumer perspectives of PM can inform program and policy development.
authors.affiliation: GfK, 21 Cochituate Road Wayland, MA 01778, USA.
authors.forename: Susan
authors.initials: S
authors.lastname: Garfeld
authors.affiliation: Department of Clinical Pharmacy, Center for Translational & Policy Research on Personalized Medicine (TRANSPERS), University of California at San Francisco, 3333 California St, Room 420, Box 0613 San Francisco, CA 94143 USA.
authors.forename: Michael P
authors.initials: MP
authors.lastname: Douglas
authors.affiliation: Health Research Innovation Centre (HRIC) - 3C62, University of Calgary, 3280 Hospital Drive NW, Calgary, AB T2N 4Z6, USA.
authors.forename: Karen V
authors.initials: KV
authors.lastname: MacDonald
authors.affiliation: Health Research Innovation Centre (HRIC) - 3C62, University of Calgary, 3280 Hospital Drive NW, Calgary, AB T2N 4Z6, USA.
authors.forename: Deborah A
authors.initials: DA
authors.lastname: Marshall
authors.affiliation: Department of Clinical Pharmacy, Center for Translational & Policy Research on Personalized Medicine (TRANSPERS), University of California at San Francisco, 3333 California St, Room 420, Box 0613 San Francisco, CA 94143 USA.
authors.forename: Kathryn A
authors.initials: KA
authors.lastname: Phillips
keywords: consumers; education; knowledge; oncology; personalized medicine; perspectives; value