What big health stories did the media miss in 2010? Albert Wertheimer, a professor in Temple's School of Pharmacy, said the growth in personalized medicine was his biggest newsmaker of the year. The term refers to the tailoring of medical treatments to each patient. "No drug works for 100 percent of the people….It's a hit and miss game," Wertheimer said. It is now easier to prescribe the right drug the first time and cut down on dangerous side effects of drugs that won't work anyway.