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Editorial. Presents an editorial on pharmacogenetics. Reference to the book "Variability in Human Drug Response," by Mike Rawlins; Rise of genomic medicine; Statement that drug response and toxicity are likely to be a complex function of the influence of many genes interacting with environmental and behavioral factors; Causes of therapeutic failure, including poor prescribing, drug interactions and a lack of adherence to treatment; Necessity of evaluating the real clinical and economic value of predictive genetic testing in drug therapy; Characteristics that will enhance the cost effectiveness of pharmacogenetic testing.