According to a Wall Street Journal “Heard on the Street” column, personalized medicine, which uses genetic information to target drugs to individual users, may be the latest industry buzzword, but it could pose more of a threat than an opportunity. On the upside, personalized drugs could reduce health-care costs, given that most treatments are ineffective half the time, and they could reduce the incidence of adverse reactions, resulting in fewer liability claims. Still, because the technology will likely cut into the sales of so-called blockbuster drugs and have a limited market, personalized drugs could affect profit margins. Expected to benefit most from personalized medicine are diagnostic companies that can sell the tests needed to determine what formulation is needed for a specific patient. See The Wall Street Journal Europe, January 24, 2011.