Der Sektor Gesundheitsmarkt, der neben Kliniken, Apotheken unter anderem auch die pharmazeutische Industrie umfasst, unterliegt einem Wandel der vor allem der Digitalisierung geschuldet ist. Der Kunde „Patient“ wird aufgrund der einfach zugänglichen digitalen Informationen immer mündiger und erwartet eine individuell auf ihn zugeschnittene Therapie. Dazu gehört die individuelle Medizin, welche eine Therapie vorsieht, die sich an die individuellen und teilweise genetisch bedingten Merkmale der Krankheit anpasst und somit eine effektive Behandlung ermöglicht. Damit verbunden sind große Erwartungen von Patienten, Ärzten und Kostenträgern hinsichtlich gesundheitlicher Vorteile, Vermeidung
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