Originally discovered by an Allied forces Army nurse in WWII, the placebo response continues to mystify physicians, researchers, and pharmaceutical companies alike.  Our body’s physiological response to medicine is largely impacted by our interpretation of social cues, anticipation of reward, and our beliefs and expectations.  This complex constellation of factors in the mind can yield significant clinical improvement in patients taking nothing more than inert sugar pills.  As Steve Silberman describes, “The placebo response doesn’t care if the catalyst for healing is a triumph of pharmacology, a compassionate therapist, or a syringe of salt water.  All it requires is a reasonable expectation of getting better.  That’s potent medicine.”  Interestingly, it also works the other way – the ‘Nocebo Response.’

http://www.wired.com/medtech/drugs/magazine/17-09/ff_placebo_effect?currentPage=all