Take two spoonfuls of sugar and call me in the morning

Placebos Are Getting More Effective. Drugmakers Are Desperate to Know Why.
It's not that the old meds are getting weaker, drug developers say. It's as if the placebo effect is somehow getting stronger.

The fact that an increasing number of medications are unable to beat sugar pills has thrown the industry into crisis. The stakes could hardly be higher. In today's economy, the fate of a long-established company can hang on the outcome of a handful of tests.
Wired Magazine writes its usual fascinating look at something unusual, this time, it's drug trials. Worth a read.


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