The Otsuka and Noven successes from 2018 portend a new era of drug development, one in which treatment efficacy is established in the context of the patient's overall life and behavior. It is time for measurement science to follow and embrace the fact that how we measure outcomes will evolve from applying one solution to finding an empirical basis for a highly customized application of all of them, enabled by technology. Personalized medicine needs a more personalized approach to measurement.