Personalized medicine has become a central focus of health and innovation policies in many countries. It is a complex policy field which, in the pursuit of both health and wealth, brings together technology, new data use, and medical care. The aim of this paper is to analyze how the notion of personalized medicine has evolved, and what publics are implied in the political mobilization of the concept. We answer these questions based on a document analysis of Danish strategy papers in the period 2014–2021 and expert interviews. We identify different strategy actors driving the process, shifts in topics during the strategy process, as well as different imaginaries of the public. We argue that each group of strategy actors act with a particular public in mind and that these influence how personalized medicine is envisioned. If the relationship between strategy development and the imagined publics remains unknown, it can pose a democratic problem.