A digital representation of the human genome.
A digital representation of the human genome. - 
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You could call "wellness" — healthy lifestyle, better diet — the art of not getting sick. Dr. Lee Hood thinks a lot about this so-called art. He's a pioneer in the study of the human genome, having contributed to the creation of five instruments critical for modern genetics.

Hood is now the chair of the scientific advisory board of a company he helped create called Arivale, which just raised $36 million dollars in venture capital to assess and promote wellness at the genetic and molecular levels. 

He thinks physicians should embrace this new technology, as it is a growing market that he believes will likely develop in parallel to traditional medicine. "I think in a 10-to-15-year period, the scientific wellness industry will far exceed market cap of the current disease industry or the healthcare industry," Hood says. 

Click the media player above to hear Marketplace Morning Report host David Brancaccio in conversation with Hood.

Follow David Brancaccio at @DavidBrancaccio