Abstract
Pharmacogenomics is becoming an important part of clinical practice and it is considered one of the basic pillars of personalised medicine. However, the rate of pharmacogenomics adoption is still low in many healthcare systems, especially in low- or middle-income countries. The low level of awareness of healthcare specialists could be a potential reason due to which pharmacogenomics application is still in a premature stage but there are several other barriers that impede the aforementioned process, including the lack of the proper promotion of pharmacogenomic testing among interested stakeholders, such as healthcare professionals and biomedical scientists. In this study, we outline the available marketing theories and innovation that are applied to personalized medicine interventions that would catalyze the adoption of pharmacogenomic testing services in clinical practice. We also present the current ethical and legal framework about genomic data and propose ways to tackle the main concerns mentioned in the literature and to improve the marketing perspective of PGx.
Highlights
Pharmacogenomics (PGx) is an important component of the various clinical actionable omics disciplines and it is considered one of the basic pillars of personalized medicine
Apart from the significant technological advances in the genomics technologies and knowledge, the rate of adoption of personalized medicine interventions and in particular of PGx remains low in many healthcare systems, underlying that there are certain barriers impeding their
Marketing for Pharmacogenomic Testing application. This is not unforeseen as the implementation of PGx and personalized medicine interventions is the synergistic outcome of several parameters, including mostly those that touch upon public health genomics disciplines and nowadays remain poorly addressed
Summary
Pharmacogenomics (PGx) is an important component of the various clinical actionable omics disciplines and it is considered one of the basic pillars of personalized medicine. We have identified the market and its characteristics In this paragraph, we propose ways towards adoption of the innovative PGx testing services from the healthcare providers and means of diffusion of personalised medicine interventions. The adoption and the diffusion of all innovative products and services is an issue of great importance This is the case for almost all healthcare innovations, including PGx testing and those of Personalized Medicine overall, being a recent trend in the healthcare industry that ameliorates healthcare outcomes. The level of the stakeholders knowledge is affected, inter alia, by specific factors, classified as socioeconomic characteristics, personality variables, and communication behavior Based on their knowledge, individuals, like general practitioners, medical specialists, genetic counselors, and clinical geneticists, proceed to the step, that of persuasion. This decision is based on further information acquired in the pursuit of supporting his/her decision, and in case of gathering conflicting information, the adoption may be reversed. Rogers (2003) identified five types of variables that determine an innovation’s rate of adoption: a. the perceived attributes of innovation mentioned above, b. the type of innovation-decision (optional, collective, authority), c. the type of communication channels, namely those employed for the innovation diffusion at various stages in the innovation-decision process, d. the model of the social system in which the innovation is being diffused (e.g. norms, degree of network interconnectedness), and e. the extent of change agents’ promotion efforts in diffusing the innovation
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