The question of whether and how results from personal genetic testing will motivate behavioral changes in consumers has only begun to receive the research attention it richly deserves.
Measuring outcomes alone is not the answer. There should be a way to reward the doctor for educating a patient about lifestyle modifications and then documenting that the care provided followed patient preferences.
The phrase “I take Lipitor instead of a generic” was embedded in the public consciousness through an advertising campaign that featured Robert Jarvik, credited with the invention of the artificial heart.