In the last year or so you have probably heard the terms personalized medicine or precision medicine. Recently, the medical community has shifted the way it conducts research in order to move away from ‘cookie-cutter medicine’ toward individualized treatment for cancer and other diseases. But what does this really mean, and more importantly, why should you care about it? In this video, Ellen T. Matloff explains why personalized medicine is an area of genetic testing to which we all should be paying attention.