It’s a funny world we live in. Lots of people make a handsome living, defining their work and setting their own fees and hours with little or no formal education or certification.

There are personal and executive coaches, wealth advisers, marketing experts, closet organisers and all kinds of people offering to help us run our lives.

In each of these fields, the expectation is that the provider of such services has his or her own ‘take’ or perspective and offers advice that is individual, unique and as far removed from cookie-cutter dogma as possible. Why pay for something generic that lots of people offer everywhere you turn?

So why is it, in this day of paying lip service to ‘personalised medicine’, genetic mapping, the human biome and psychoneuroimmunology that we expect our healthcare to be standardised and utterly predictable?