El equipo de trabajo está formado por mujeres que tienen pasión por los animales y que la vamos a proyectar incursionando en el ámbito empresarial del sector servicios con la marca “Guau Guau Party Planner". Para el proyecto de negocio ha sido necesario un análisis considerando el entorno externo e interno, los cuales han sido indispensables para establecer adecuadamente las estrategias que nos ayudarán lograr nuestros objetivos propuestos. El diseño de plan de marketing es un factor importante, así como el diseño de los procesos de operación, el diseño económico-financiero y el diseño de la gestión de recurso humano, procesos que han ayudado a que el proyecto pueda ser viable. El modelo de negocio de “Guau Guau Party Planner", consiste en ofrecer servicios de fiestas personalizadas para mascotas en especial de perros, ofreciendo servicios distintivos de catering saludable para mascotas, fiesta temática personalizada, donde el cliente escogerá los detalles de la fiesta, atuendo de fiestas para mascotas ajustado a la temática. Nuestros servicios ofrecerán productos de alta calidad y con certificaciones de salud, así como el alto detalle en la diseño y decoración de las fiestas, buscamos atender a clientes que no cuenten con el tiempo necesario para organizar la fiesta a su engreído y que buscan servicios exigentes en cada detalle de la celebración. / Our work team is composed of women who have passion for the animals and we are going to project our passion, developing a business in the service industry with the brand “Guau Guau Party Planner”. For the business Project, an analysis has been necessary, considering the external and internal environment, all these aspects have been important to establish appropriately the strategies that will help us to reach our objectives proposed. The Marketing Plan design is an important part, as well as, the Operating Processes, Financial and Human Resources design, which will help us, that the project can be viable. The business proposal for “Guau Guau Party Planner” consists in offer services about personalized parties for pets in special dogs, such as healthy catering, personalized thematic party, where the customer will choose the details of party and clothing for pets according to the thematic. Our services will offer products of high quality, with health certifications, as well as, high details in the design and decoration of the parties. We search to serve customers who don’t have enough time to organize party for their spoiled pet and customers who search demanding services in every detail of the celebration. / Trabajo de investigación

Conventional healthcare and the practice of medicine largely relies on the ineffective concept of one size fits all. Personalized medicine is an emerging therapeutic approach that aims to develop an advanced therapeutic technique that provides tailor-made therapy based on every individuals’ needs by delivering the right drug at the right time with the right amount of dosage. The advancement in technologies such as flexible electronics, microfluidics, biosensors, and advanced artificial intelligence can enable the realization of a truly effective personalized therapy. However, currently, there is a lack for a personalized minimally-invasive wearable closed-loop drug delivery system that is continuous, automated, conformal to the skin and cost-effective. Thus, this thesis focuses on the design, fabrication, optimization, and application of an automated personalized microfluidics drug delivery platform augmented with flexible biosensors, heaters, and expandable polymeric actuator. The platform provides precise drug delivery with spatiotemporal control over the administered dose as a response to real-time physiological changes of the individual. The system is flexible enough to be conformal to the skin and drug is transdermally administered through biocompatible microneedles. The platform includes a flexible multi-reservoir microfluidics layer, flexible and conformal heating elements, skin sensors and processing units which are powered by a lightweight battery integrated into the platform. The developed platform was fabricated using rapid, cost-effective techniques that are independent of advanced microfabrication facilities to expand its applications to low-resource setting and environments.

Conclusion: The majority of independent community pharmacists are interested in incorporating personalized medicine services into their practices, but they require further education before this is possible. Future initiatives should focus on the development of comprehensive education programs to further train pharmacists for provision of these services.Objectives: To evaluate the perceptions of independent community pharmacists within a regional independent community pharmacy cooperative on implementing personalized medicine services at their pharmacies and to gauge the pharmacists' self-reported knowledge of pharmacogenomic principles.Design: Descriptive, exploratory, nonexperimental study.Setting: American Pharmacy Services Corporation (APSC), 2011-12.Participants: Pharmacists (n = 101) affiliated with the independent pharmacies of APSC.Intervention: Single-mode surveyMain outcome measures: Independent community pharmacists' interest in implementing personalized medicine services, perceived readiness to provide such services, and perceived barriers to implementation.Results: 101 completed surveys were returned for data analysis. The majority of pharmacists surveyed (75%) expressed interest in offering personalized medicine services. When asked to describe their knowledge of pharmacogenomics and readiness to implement such services, more than 50% said they were not knowledgeable on the subject and would not currently be comfortable making drug therapy recommendations to physicians or confident counseling patients based on results of genetic screenings without further training and education. Respondents identified cost of providing the service, reimbursement issues, current knowledge of pharmacogenomics, and time to devote to the program as the greatest barriers to implementing personalized medicine services.

The aim of this project was to present several therapies and possible applications of these in the field of personalized medicine along with the production techniques and workflows surrounding them. There are two main categories; cell therapies and non-cell therapies. Cell therapies utilize the body's own T cells and immune system, and non-cell therapies are mostly based on proteins and nucleotides. All of these applications face different challenges that need to be overcome to be considered effective treatments and they all have a high production cost. The report also presents differences and similarities of manufacturing models that are specifically used in the production of cell therapies. It could be argued that these manufacturing models can be adjusted and work for both cell therapies and non-cell therapies. Three different workflows for three different personalized medicines, antibody drug conjugates (ADCs), tumor infiltrating lymphocytes (TILs) and mRNA vaccines, are presented in this report. Technologies and processes valuable to the manufacturing process were also presented, including bioreactors, interleukin 2 media and cell dissociation technologies. In conclusion, there are methods and techniques that are frequently used in production that are, or possibly could be useful for manufacturing personalized drug components. Production of products used in personalized medicine is possible if the right resources are available. Personalized therapies are presently most commonly applied to cancer diseases but there are developments for these therapies that could benefit several other diseases. To fully apply personalized therapies to these diseases further studies on suitable biomarkers and targets in drugs are needed. Overall, personalized medicine has promising possibilities in treatments for many types of complex diseases. This project was assigned by Cytiva which is a global life science company and the product order can be seen in the appendix.

This dissertation looks at how new sources of information should be incorporated into medical decision-making processes to improve patient outcomes and reduce costs. There are three fundamental challenges that must be overcome to effectively use personalized medicine, we need to understand: 1) how best to appropriately designate which patients will receive the greatest value from these processes; 2) how physicians and caregivers interpret additional patient-specific information and how that affects their decision-making processes; and finally, (3) how to account for a patient’s ability to engage in their own healthcare decisions. The first study looks at how we can infer which patients will receive the most value from genomic testing. The difficult statistical problem is how to separate the distribution of patients, based on ex-ante factors, to identify the best candidates for personalized testing. A model was constructed to infer a healthcare provider’s decision on whether this test would provide beneficial information in selecting a patient’s medication. Model analysis shows that healthcare providers’ primary focus is to maximize patient health outcomes while considering the impact the patient’s economic welfare. The second study focuses on understanding how technology-enabled continuity of care (TECC) for Chronic Obstructive Pulmonary Disease (COPD) and Congestive Heart Failure (CHF) patients can be utilized to improve patient engagement, measured in terms of patient activation. We shed light on the fact that different types of patients garnered different levels of value from the use of TECC. The third study looks at how data-driven decision support systems can allow physicians to more accurately understand which patients are at high-risk of readmission. We look at how we can use available patient-specific information for patients admitted with CHF to more accurately identify which patients are most likely to be readmitted, and also why – whether for condition-related reasons versus for non- related reasons, allowing physicians to suggest different patient-specific readmission prevention strategies. Taken together, these three studies allow us to build a robust theory to tackle these challenges, both operational and policy-related, that need to be addressed for physicians to take advantage of the growing availability of patient-specific information to improve personalized medication processes.

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Anticipations of personalized medicine are primarily attributed to the recent advances in computational science and high-throughput technologies that enable the ever-more realistic modeling of complex diseases. These diseases result from the interplay between genes and environment that have limited our ability to predict, prevent, or treat them. While many envision the utility of integrated high-dimensional patient-specific information, basic research towards developing accurate and reliable frameworks for personalized medicine is relatively slow in progress. This thesis provides a state-of-the-art review of current challenges towards personalized medicine. There is a need for global investment in basic research that includes 1) cost-effective generation of high-quality high-throughput data, 2) hybrid education and multidisciplinary teams, 3) data storage and processing, 4) data integration and interpretation, and 5) individual and global economic relevance; to be followed by global investments into public health to adopt routine personalized medicine. This review also highlights that unknown or unadjusted interactions result in true heterogeneity in the effect and relevance of patient data. This limits our ability to integrate and reliably utilize high-dimensional patient-specific data. This thesis further investigates the true heterogeneity in marginal effects of known BMI genetic variants. This involved the development of the novel statistical method, meta-quantile regression (MQR), to identify variants with potential gene-gene / gene-environment interactions. Applying MQR on public and local data (75,230 European adults) showed that FTO, PCSK1, TCF7L2, MC4R, FANCL, GIPR, MAP2K5, and NT5C2 have potential interactions on BMI. In addition, a gene score of 37 BMI variants shows that the genetic architecture of BMI is shaped by gene-gene and gene-environment interactions. The computational cost of fitting MQR models was greatly reduced using unconditional quantile regression. The utility of MQR was further compared to variance heterogeneity tests in identifying variants with potential interactions. MQR tests were found to have a higher power of detecting synergetic and antagonistic interactions for skewed quantitative traits while maintaining nominal Type I error rates compared to variance heterogeneity tests. Overall, MQR is a valuable tool to detect potential interactions without imposing assumptions on the nature of interactions. / Thesis / Doctor of Philosophy (PhD) / The anticipations of personalized medicine are largely due to the recent advances in computational science and our capabilities to rapidly measure and generate biological data. These developments have enhanced our understanding of complex diseases, and should theoretically enable us to predict, prevent and treat such cases in a proactive personalized context. This thesis provides a state-of-the-art review of the challenges and opportunities that explain the relatively slow progress towards personalized medicine. It identifies data integration and interpretation as the main bottleneck and proposes a novel method, termed Meta-Quantile Regression (MQR), to identify genetic variations with potential interactions. Analyzes were conducted on a total of 75,230 individuals with European ancestry, and the genetic architecture of obesity was shown to be shaped by genetic interactions. Lastly, the computational cost of MQR was substantially reduced using linear approximations, and MQR was further shown to have better performance in identifying potential interactions compared to classic variance tests.

Keller's Personalized System of Instruction (PSI) uses small units of instruction, self-pacing, mastery learning, lectures for motivation, and proctors for immediate feedback. While highly successful in the early 1970's, PSI fell out of favor for a variety of reasons. This developmental dissertation resurrects Keller's system in its purest form and uses PSI for an online Master's program. Using Cold Fusion™ and Dreamweaver™ an online Keller experience was created. Experts of PSI reviewed the product to check for fidelity to Keller's ideas. Formative and summative evaluation showed that this system of instruction is viable for the online environment. Recommendations and implications for future use are discussed. / Ph. D.

Communicating data-driven and personalized marketing content is today common among large B2C businesses with loyalty programs. Email has become the standard digital channel for this type of communication as it offers high cost-efficiency among digital channels and great possibilities for creating appealing content customized to the customer. This thesis aims to identify what effects personalized communication through email can lead to within loyalty programs and whether businesses should invest in personalized email communication. The methodology consisted of two quantitative case studies in the form of data analysis on eleven personalized  newsletters and one activation email for a business in the fuel and convenience industry. A series of qualitative interviews with individuals that work in the field of personalized communication was also conducted. The results show that the loyalty members to a large extent accept the communication and are exposed to the personalized content. The emails in the form of monthly newsletters did not show any consistent positive effects on increased sales, store visits or in upsell. The activation email, which was part of the activation phase in the customer lifecycle, showed greater promise as it increased number of visits and led to a positive overall upsell. Additional effects in the form of switching costs and brand awareness were also identified, as long as the content reaches the customers personalization is deemed relevant. Otherwise it risks alienating them as customers today expects digital marketing to be personalized. In summary, the effects of personalized email justifies investing in it, but one should be aware of what effects to expect. / Kommunikation av data driven och individanpassad marknadsföring är idag vanligt bland stora kundbaserade företag med lojalitetsprogram. E-post har blivit standard som digital kanal för sådan typ av kommunikation främst för att den erbjuder hög kostnadseffektivitet och goda möjligheter att skapa attraktivt innehåll anpassat efter kund. Den här uppsatsen har som syfte att identifiera vilka effekter individanpassad kommunikation genom e-post kan leda till inom lojalitetsprogram, samt om företag bör investera i individanpassad e-post kommunikation. Metoden bestod av två kvantitativa fallstudier i form av analys av elva individanpassade nyhetsbrev och ett aktiveringsbrev av ett företag verksam inom bränsle och närbutik. En serie kvalitativa intervjuer hölls också med individer verksamma inom individanpassad kommunikation. Resultaten visar att lojalitetsmedlemmarna i hög grad accepterar kommunikationen och nås av innehållet. De individanpassade nyhetsbreven visade inga tydliga positiva effekter inom försäljning, butiksbesök eller merförsäljning. Aktiveringsmailet, som var en del av aktiveringsfasen i kundlivscykeln visade på mer lovande resultat genom att leda till fler butiksbesök och ledde till en positiv merförsäljning. Ytterligare effekter inom byteskostnad och varumärkesmedvetenhet identifierades även, såvida innehållet når kunderna och uppfattas som relevant. Om inte riskerar innehållet att stöta bort kunderna eftersom det idag förväntas att digital marknadsföring är individanpassad. Sammanfattningsvis så rättfärdigar de identifierade effekterna investering i individanpassad kommunikation, men man bör vara medveten om vilka effekterna är.

Nowadays when users navigate in internet they find lots of types of communication scattered across diverse sites. Due to the lack of users’ interests in advertisements, primarily caused by not matching their preferences, today’s advertisements have a low rate of success. Recently, owing to semantic web generation, some companies started to use personalized marketing in communication as a way to turn the conversions around and thus increase customer retention and loyalty. As a matter of fact, the retention and loyalty stages on the internet are, on average, the least crafted of the whole cycle. The customers’ conception of one-to-one marketing is quite ambiguous as they conceive that they need to be more efficient while shopping online but at the same time they feel stalked due to privacy concerns, and oversaturated with non-valuable information. The purpose of this paper is to explore from a holistic view online personalized communication strategies and how they can be implemented in order to increase customer satisfaction thus retaining customers and, in the long-term, gaining their loyalty. The main communication areas the study treats ranges from onsite the online store, where the company wants to sell the product, to offsite advertisements in websites, social media platforms and via email. In the empirical section, the study carried out a quantitative online survey to investigate customers’ perception and complete it with the literature. To answer the research questions, the study identified 19 hypotheses comprising of all primary aspects that define the exploration. The result could be gold dust for e-shop managers to help them maximize the marketing communication factor using personalization. The authors identified potential improvements to motivate customers to register in the online shop, whether communication channels are suited to implementing the strategy or not, and possible aspects to adapt in order to obtain maximal benefits. There were some limitations in terms of an analysis of the companies’ point of view and the necessity to analyze every communication channel more in depth as the study is an initial step.