Giorgio Vittorio Scagliotti, MD, PhD, of the University of Turin, Turin, Italy, discusses how the International Association for the Study of Lung Cancer (IASLC) has helped implement the concept of personalized medicine into routine clinical practice. Speaking at the European Lung Cancer Congress (ELCC), held in Geneva, Switzerland, Prof. Scagliotti explains how the IASLC has increased both physician and public awareness of the latest treatment opportunities, by means such as atlases of diagnosis.