With the cost of drug development rising and fewer blockbuster drugs (peak sales exceeding ￡1 billion) reaching the market, high levels of competition in existing markets and more stringent criteria for drug approvals mean that pharmaceutical profits are under pressure. Pharmaceutical companies are therefore turning to the promise of personalised medicines as they not only offer a potentially lucrative new field, but also the promise of better treatments. This new medical paradigm uses advances in genetics and bioinformatics to design custom drugs for the patients who will benefit the most. Personalised medicines are tailored to specific genetic profiles, requiring a detailed understanding of the links between certain genes and diseases. This is made possible by the creation of extensive genome databases, such as the Human Genome Project, which have allowed researchers to map genetic profiles and create more targeted treatments.
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