The phrase "personalized medicine" first appeared in In Vivo in January 2001 in an article entitled "Millennium Predictive's Outcome." In that story we examined Millennium Pharmaceuticals' deal with Roche Diagnostics to develop prognostics and therapeutics for rheumatoid arthritis. We found it notable that it was the second deal involving delivery of targets to a large diagnostics company (Millennium's 1999 tie-up with Becton Dickinson was first), but we were more intrigued that Millennium had opted to reabsorb two-thirds of the programs from its Millennium Predictive Medicine subsidiary, setting the stage for the parent company's "major, web-based personalized medical information play" by the end of 2001.
It didn't work out.