Pharmacogenomic testing, to determine which drugs and drug doses are appropritate for patients, would improve drug efficacy and reduce the occurrence of adverse drug effects. Four thought leaders and experts in the field of Pharmacogenomics and Personalized Medicine share their perspective on PGx and its current state of the art in their respective countries: Austria, Germany, Netherlands, and Qatar. The video interview addresses a few key themes: the benefits of PGx as a discipline; today’s challenges of implementing PGx in the clinical routine and how to overcome those; the main areas of application; and a vision for the future.​ ++ The Challenges of Implementing Pharmacogenomics into Clinical Practice – Europe and Middle East​ ++ Overcoming Challenges when Implementing Clinical Pharmacogenomics Subscribe to the Illumina video channel http://www.youtube.com/subscription_center?add_user=IlluminaInc A global genomics leader, Illumina provides comprehensive next-generation sequencing solutions to the research, clinical, and applied markets. Illumina technology is responsible for generating more than 90% of the world’s sequencing data.* Through collaborative innovation, Illumina is fueling groundbreaking advancements in oncology, reproductive health, genetic disease, microbiology, agriculture, forensic science, and beyond. *Data calculations on file. Illumina, Inc., 2015. View customer spotlight videos https://www.youtube.com/playlist?list=PLKRu7cmBQlajfheLzgbI4S7xBn7IDbt79 View Illumina webinars https://www.youtube.com/playlist?list=PLKRu7cmBQlahpXlnrrXlQw9itVJ8yHwUZ View Illumina product videos https://www.youtube.com/playlist?list=PLKRu7cmBQlaj6YuZmkfxZcT9twqDgP2Xd View Illumina support videos https://www.youtube.com/playlist?list=PLKRu7cmBQlajbm2KGsICWb-JOnusJfYvM QB# 10515