Dr. Silviu Brill, of the Pain Institute of Tel Aviv Medical Center, is passionate about the need for personalized medicine in Israel and around the world. Although he believes that some standardization is necessary, it is indisputable that each person and condition requires a unique ratio of THC and CBD. As Honorary Secretary of the European Pain Federation, Brill also spends much of his time researching how to best treat chronic pain in Europe. Nowadays, there is an unprecedented open-mindedness about ensuring safe patient access and sensible regulations.