Access to DNA databases has introduced an exciting new dimension to the way biomedical research is conducted. 'Genomic research' offers tremendous opportunity for accelerating the identification of the cause of disease at the molecular level and thereby foster the discovery of more selective medicines to improve human health and longevity. The current challenge is to close the gap rapidly between gene identification and clinical development of efficacious therapeutics. In the present review, Jeffrey Stadel, Shelagh Wilson and Derk Bergsma outline the rationale and describe strategies for converting one large class of novel genes, orphan G protein-coupled receptors (GPCRs), into therapeutic targets. Historically, the superfamily of GPCRs has proven to be among the most successful drug targets and consequently these newly isolated orphan receptors have great potential for pioneer drug discovery.