I’m sure you are all familiar with the “placebo effect”, the ability of an inactive substance to produce biological effects. The usual explanation is that the placebo substance activates the patient’s “belief” that a treatment is being received and this belief, somehow, has restorative powers.
The placebo effect is too strong to ignore so when pharmaceutical companies test new drugs they divide the patients into two groups: one that receives the drug and one that receives a look-alike placebo. It isn’t enough for the candidate pill to do something, it must actually be better than the placebo in order to receive FDA approval. The truly amazing thing is that, according to this recent Wired article by Steve Silberman, it appears as if placebos are getting harder and harder to beat.
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