The individualization of drug dosage to maximize benefit and minimize risk is always a challenge since desired benefit is often associated with many dose‐related adverse effects. Most disease is subacute and mild to moderate in severity. Doses that give around 50% of the maximum possible drug effect [the effective dose 50 (ED50)] often prove to be sufficient. An analysis of the dose–response relationship for most drugs shows that above the ED50, efficacy increases only marginally, whilst adverse effects continue to increase (Figure 1), especially with agonist agents. Using the lowest effective dosage is particularly desirable when drugs are used long term in prevention, as is the case with most cardiovascular drugs. Open in a separate window Figure 1 A graphical representation showing relationship of drug dose and effect – toxicity and clinical