While “person” refers to a human being, “personalized” can mean anything from having monogrammed stationary or luggage to ascribing personal qualities.
A recent survey indicated that only 4% of the public understand what the term is intended to mean ( Stanton, 2013) and the hackneyed, commercial use of “personalized” makes many people think this refers to a concierge service of medical care. The term “personalized medicine” has been used for many years, but has engendered considerable confusion. With whole genome DNA sequencing and a variety of omic technologies to define aspects of each individual's biology at many different levels, we have indeed embarked on a new era of medicine. A new era is beginning ( Issacson, 2011).” The convergence of biology and technology was further captured by one of the protagonists of the digital era, Steve Jobs, who said “I think the biggest innovations of the 21 st century will be at the intersection of biology and technology. Biological transistors, also known as genetic logic gates, have now been developed that make a computer from a living cell ( Bonnet et al., 2013). It has been well established that 0,1 are interchangeable with A, C, T and G in books and Shakespeare sonnets, and that DNA may represent the ultimate data storage system ( Church, 2012, Goldman et al., 2013b). In 2010, Eric Schmidt of Google said “The power of individual targeting-the technology will be so good it will be very hard for people to watch or consume something that has not in some sense been tailored for them ( Jenkins, 2010).” Although referring to the capability of digital technology, we have now reached a time of convergence of the digital and biologic domains. From Digital to Biological to Individualized Medicine
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