Earlier this month, Indiana University announced a major commitment to research in one of healthcare’s most promising fields, personalized medicine. The Indiana Institute for Personalized Medicine will pursue genome-based and pharmacogenomics studies in cardiology, pediatrics, obstetrics and cancer, as well as other areas [1]. The emergence of personalized medicine, which targets individualized treatment and care based on personal and genetic variation, is creating a thriving market. Indeed, the market for personalized medicine in the United States is $232 billion and is projected to grow 11% annually [2].