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In making a credible business case for investors and industry stakeholders to view personalized medicine as a viable business model, one not only must create excitement in the promise of personalized medicine, but also must find viable alternatives in addressing the barriers or risks surrounding the biomedical discovery and development models of today. Some of the risks one identify include IP issues, difficulties in validating targets, ability to rapidly achieve proof of concept, navigating the famed "Valley of Death," and inefficiencies in the current clinical development process, as well as the need for new industry business models that predict an attractive return on investment.
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