Traditionally pharma and biotech companies have focused on healthcare products which treat an “average patient” following the “one-drug-fits-all” model. This traditional approach assumes that all patients with a certain disease or symptoms will react similarly to a given drug. Accordingly, patients with the same symptoms are treated with the same therapy even though it may be effective only for few of them. This traditional approach is not intended to explore the differences between patients, which can be of relevance for determining the drug’s safety and efficacy for the individual. Instead, drugs are applied to the general population and thus to unrestricted markets.