Last year, we witnessed growing interest in consumer health and wellness products that were trending on social media. The rise of third-party online shopping platforms – think TikTok Shop, Amazon and sponsored content on Meta-owned platforms – has fostered a culture where consumers are comfortable trusting influencer recommendations, often purchasing items without critical examination of a product and its claims. For some products – like dietary supplements – an impulse buy can be dangerous.

In 2022, personalized medicines (PM) made up more than 34% of new therapeutics approved by the Food and Drug Administration (FDA).