The advent of personalized medicine should be accompanied by personalized risk messaging on drug labels, thus potentially marking a big step up from current messaging norms. For instance, blogs pharma industry watcher Mark Senak, is it necessary to still put "May make drowsy" "on the bottle even though I've been taking this medication daily for several years?" Several such messages adorned his med containers, "put on the side, around the bottom—anywhere a sticky could be stuck." The showstopper for him was "Discontinue use if pregnant." Senak ponders whether risk advisories that are irrelevant to the patient undermine the credibility of all warnings. Blog