Payors Weigh in on Interface of Personalized Medicine and Comparative Effectiveness Research | GenomeWeb

By Turna Ray

While personalized medicine supporters are hopeful that comparative effectiveness research will encourage the adoption of genomically guided medicine for small subpopulations of patients, payors in the post-healthcare reform environment are more likely to use CER to demand a high evidence threshold supporting the clinical utility of pharmacogenomic treatments in order to reimburse for such products.

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