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Everyone is different, but we can’t have every single product we used tailored to our individual bodies — it’s just not feasible. If it was however, one of the most important industries that could benefit from such individual tailoring is healthcare. We recently about Geneu, the UK company that’s using in-store DNA analysis to personalize its anti-aging skincare products. Now Geneix is using big data and algorithms to detect patients’ unique characteristics to recommend drug prescriptions with minimal side effects.

Treatments might work for the majority, but genetic variation means that the same drug could have an adverse effect on certain patients without warning. Working with healthcare professionals, Geneix has developed a platform that analyzes each customer’s DNA to create a digital profile, that’s then accessible through a mobile app. Before prescribing a treatment, doctors can use the platform to see how likely the patient is to have an adverse reaction to it. The app uses big data processing and algorithms to show a number of metrics in a visual way to help professionals instantly make a decision, and better understand each drug to make a safer recommendations in the future.

Watch the video below to learn more about the philosophy behind Geneix:

Geneix uses the same big business data analytics to make healthcare provision more safe for patients. But could this work the other way around? Are there ways that DNA analysis can help businesses tailor their product or service to each individual customer?