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$232 Billion Personalized Medicine Market to Grow 11% Annually, says PricewaterhouseCoopers Scientific Advancement and Culture of Wellness Converge to Drive Booming New Market NEW YORK, Dec. 8 /PRNewswire/ -- The market for personalized medicine in the United States is already $232 billion, and it is projected to grow 11% annually, according to a new report published today by PricewaterhouseCoopers LLP, entitled The Science of Personalized Medicine: Translating the Promise into Practice. Personalized medicine, which targets individualized treatment and care based on personal and genetic variation, is creating a booming market, but it is a disruptive innovation that PricewaterhouseCoopers says will create both opportunities and challenges for traditional healthcare and emerging market participants. PricewaterhouseCoopers projects that the market for a more personalized approach to health and wellness will grow to as much as $452 billion by 2015. Its estimates are based on a broad view of the market opportunity beyond drugs and devices to also include demand for high-tech storage and data-sharing as well as low-tech products and services aimed at consumers heightened awareness of their own health risks. According to the report: The core diagnostic and therapeutic segment of the market - comprised primarily of pharmaceutical, medical device and diagnostics companies - is estimated at $24 billion and is expected to grow by 10 percent annually, reaching $42 billion by 2015. The personalized medical care portion of the market - including telemedicine, health information technology and disease management services offered by traditional health and technology companies - is estimated at $4 billion to $12 billion and could grow tenfold to over $100 billion by 2015 if telemedicine takes off. The related nutrition and wellness market - including retail, complementary and alternative medicine offered by consumer products, food and beverage, leisure and retail companies - is