It would seem we're going to have to get a grip on exactly what is meant by 'individualised' therapy. If that's even possible since the people banging on about it may be speaking in vague terms.
It would be good to understand if most other medical treatment can be considered to have an individualised component (my uneducated thought is that it does). So they may be blowing smoke by saying this when they mean nothing more than what is already normal practice for most of medicine.
In cancer for example there is standard treatment but also choices to make within that treatment (with the proviso that the patient has accepted to undergo some sort of standard therapy)
Maybe I'm confused about what is meant here in the first place and would be glad to be corrected but this 'individualised' bit just seems to be a distraction of sorts from the fact that there is underlying it a basic premise and standard treatment concept.
More research is required.