Medicine and healthcare are becoming more personalized, shifting away from population-oriented, mass-market approaches that are reactive to tailored strategies and opportunities that are proactive. Linda Avey discusses personalized medicine and health in this Core Conversation outlining the latest developments in, and challenges to, a personalized health marketplace. Topics for discussion include the Quantified Self movement and self-tracking, personal health web and mobile apps, genomics, and key scientific and technological milestones of 2012 that promise a more individualized approach to health.