In Painkiller Trials Placebo Effect Is Becoming More Powerful
The real question, of course, is: why? Why has the placebo effect gotten stronger, and why only in the United States? The study authors have a few ideas. Drug companies in the U.S. market directly to consumers, a practice illegal in much of the rest of the world, which might raise patient’s expectations for how well a drug should work. But a more likely reason, the study authors suspect, is that the glossy setting of an expensive, large-scale clinical trial—with professional nurses taking patients’ vitals and administering drugs—may raise patients’ expectations and convince them of the pill’s efficacy, even if it doesn’t have any active ingredient....