Advocates of personalized medicine claim that healthcare isn't individualized enough. Backed up by the glamour of new biotechnologies such as direct-to-consumer genetic testing, personalized medicine appears to its advocates as the inevitable and desirable way to go. Barack Obama, when still a US senator, declared that "in no area of research is the promise greater than in personalized medicine". In contrast, public-health programs such as flu shots or childhood vaccination is increasingly distrusted and vulnerable to austerity cuts. Here, Dickenson examines how the growth of personalized medicine threatens the communal approach that has brought the biggest health gains.
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