Printed labels on drugs could soon feature details about the individual patient who is taking them after an expert said he thinks personalised medicine will become big news in the future.

Pharmacist Professor Gino Martini, senior director at GSK GlaxoSmithKline R and D, said it will allow doctors to treat patients in the way that best suits them.

He added: "Personalised medicine is giving the right drug, to the right patient, at the right time. It is going to make medicines more effective and give less adverse effects."

However, he acknowledged that for this to come into practice, bespoke products will have to be made for separate patients, which may not be financially viable for companies under the current manufacturing process.

In May 2011, a study by scientists at the Regenstrief Institute and the Indiana University School of Medicine discovered that some drugs feature side effect lists up to 70 points long, which may be confusing patients.

Denny Bros Ltd, 13 July 2011