This op ed uses a personal story to explain how personalized medicine such as EGFR-targeted treatment for non-small cell lung cancer (NSCLC)—while touted as cost-savings approach to replace a trial-and-error one—often come at exorbitant prices (think five-digits monthly) precisely because Big Pharma has far fewer people to price gouge when only a minority of people qualify for such a treatment. | Tabery, New York Times 2023
