Pop quiz: do you know what personalized medicine means?

Gigaom

Plenty of genetic testing and analysis startups want to use personalized medicine to revolutionize healthcare — but there’s one thing they may have to do first: help consumers understand what that actually means.

According to a report released this week from research firm GfK, just 27 percent of U.S. consumers said they’d heard of the term “personalized medicine,” and just 4 percent could accurately describe it as medical care that matched a person’s genetic makeup.

Once respondents were told what it meant, the study, which included more than 600 people in the general population over the age of 30, found that 55 percent of people with work-sponsored health plans said they were interested in having a genetic test. Not surprisingly, that figure rose to 80 percent among those who have or have had cancer and, in general, interest increased among those who have more medical conditions.

With the approach…

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