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This lecture explores the concept of personalized medicine, focusing on treating individuals based on their genetic and physiological characteristics. It discusses recent technological advances like genetic editing, big data, and nanotechnology, showcasing examples of personalized therapies such as gene therapy for rare diseases and neuro-rehabilitation. The lecture also delves into the challenges faced by big pharma in manufacturing new biological products and the high costs associated with precision medicine. It highlights the importance of specialized investments in the field and the role of start-ups in revolutionizing healthcare.