“It may be, then, that the simplest and least ethically hazardous way to capitalize on the placebo effect is to acknowledge that medicine isn’t just a set of approved treatments — it’s also a ritual, with symbolism and meaning that are key to its efficacy. At its best, that ritual spurs positive expectations, sparks associations with past healing experiences, and eases distress in ways that can alleviate suffering. These meanings, researchers say, are what the placebo effect is really about.“
In the Boston Globe, Rebecca Tuhus-Dubrow examines the past, present, and future of the placebo effect. “You’re talking about many, many, many millions of dollars a year in drug treatment costs…If [doctors] can produce approximately the same therapeutic effect with less drug, then it’s obviously safer for the patient, and I can’t believe they wouldn’t want to look into doing this.’“