The Powerful Placebo

Ranging from antiquity to modern times, this history of the placebo effect is especially timely in light of renewed interest in the mind-body relationship. Until this century, most medications prescribed by physicians were pharmacologically inert, if not harmful. That is, physicians were prescribing placebos or worse without knowing it. In a sense, then, the history of medical treatment until relatively recently is the history of the placebo effect. Based on the authors' lifelong study and clinical research, this is a comprehensive and scholarly examination of the placebo effect. The authors begin by surveying the use of placebos from antiquity to modern times. They also examine the development, use, and validity of the double-blind, controlled clinical trial. And they present their own study of the placebo effect in more than 1000 patients. Demonstrating both the magnitude and the limitations of the placebo effect, the book helps to clarify knotty issues ranging from the evaluation of therapies to the ethics of conducting controlled studies in which patients are deliberately given placebos. With the renewed interest in the mind-body relationship as well as in the role of placebos in new and alternative medical procedures and therapies, the findings of this book are especially timely.

Psychodynamic psychotherapy and psychoanalysis have had to defend themselves from a barrage of criticisms throughout their history. In this book David Jopling argues that the changes achieved through therapy are really just functions of placebos that rally the mind's native healing powers. It is a bold new work that delivers yet another blow to Freud and his followers.

Can Evidence Based Medicine (EBM) and Complementary and Alternative Medicine (CAM) find common ground? A distinguished historian of medicine, John S. Haller Jr., explores the epistemological foundations of EBM and the challenges these conceptual tools present for both conventional and alternative therapies. As he explores a possible reconciliation between their conflicting approaches, Haller maintains a healthy, scientific skepticism yet finds promise in select complementary and alternative (CAM) therapies. Haller elucidates recent research on the placebo effect and shows how a new engagement between EBM and CAM might lead to a more productive medical practice that includes both the objectivity of evidence-based medicine and the subjective truth of the physician-patient relationship. Haller's book tours key topics in the standoff between EBM and CAM: how and why the double blinded, randomized clinical trial (RCT) came to be considered the gold standard in modern medicine; the challenge of postmodern medicine as it counters the positivism of evidence-based medicine; and the politics of modern CAM and the rise of the National Center for Complementary and Alternative Medicine. He conducts an in-depth case study of homeopathy, explaining why it has emerged as a poster-child for CAM, and assesses CAM's popularity despite its poor performance in clinical trials. Haller concludes with hope, showing how new experimental protocols might tease out the evidentiary basis for the placebo effect and establish a foundation for some reconciliation between EBM and CAM.

Can brands make us stronger? Can they make us faster? Can they change our tastes, or make us warmer - physically? A lot has been written about the mental and emotional effects of brands. In BRANDcebo, Doron Malka is taking us through an extraordinary journey to investigate the ultimate power brands possess: the power to change us physiologically. BRANDcebo coalesces Doron's over 20 years of practical experience building brands and marketing campaigns for notable national and international companies with his vast academic studies, which culminated in his ground-breaking brand placebo experiment. In this experiment, Doron was able to demonstrate the placebo effect of Nike on children's running performance, and the negative spillover power of that effect on the performance of competing brands - a phenomenon he coined the Ricochet Effect. In BRANDcebo, Doron lays out the key ingredients of placebo (in medicine and in marketing) and provides marketers a comprehensive recipe - accompanied with real life examples, research and anecdotes - for creating brand placebo and improving product performance. Get more information and meet the author at www.brandcebo.com

In this work Healy chronicles the history of psychopharmacology, from the discovery of chlorpromazine in 1951, to current battles over whether powerful chemical compounds should replace psychotherapy. The marketing of antidepressants is included.

A rigorous, skeptical, deeply reported look at the new science behind the mind's surprising ability to heal the body. Have you ever felt a surge of adrenaline after narrowly avoiding an accident? Salivated at the sight (or thought) of a sour lemon? Felt turned on just from hearing your partner's voice? If so, then you've experienced how dramatically the workings of your mind can affect your body. Yet while we accept that stress or anxiety can damage our health, the idea of "healing thoughts" was long ago hijacked by New Age gurus and spiritual healers. Recently, however, serious scientists from a range of fields have been uncovering evidence that our thoughts, emotions and beliefs can ease pain, heal wounds, fend off infection and heart disease and even slow the progression of AIDS and some cancers. In Cure, award-winning science writer Jo Marchant travels the world to meet the physicians, patients and researchers on the cutting edge of this new world of medicine. We learn how meditation protects against depression and dementia, how social connections increase life expectancy and how patients who feel cared for recover from surgery faster. We meet Iraq war veterans who are using a virtual arctic world to treat their burns and children whose ADHD is kept under control with half the normal dose of medication. We watch as a transplant patient uses the smell of lavender to calm his hostile immune system and an Olympic runner shaves vital seconds off his time through mind-power alone. Drawing on the very latest research, Marchant explores the vast potential of the mind's ability to heal, lays out its limitations and explains how we can make use of the findings in our own lives. With clarity and compassion, Cure points the way towards a system of medicine that treats us not simply as bodies but as human beings. A New York Times Bestseller Finalist for the Royal Society Insight Investment Science Book Prize Longlisted for the Wellcome Book Prize

The brain can heal the body: that's the remarkable truth behind the body's placebo response. As one of the nation's foremost authorities on the mysterious connection between mind and body, Dr. Howard Brody introduces a radical new understanding of this phenomenon -- and how it can be used to foster good health. The body, says Brody, has an "inner pharmacy" that the brain taps into, according to what we anticipate, how we are conditioned by experience, and how we interpret events. Consider the following:In one study, people with allergies showed no response when exposed to the irritant, when they were first convinced it was something. Sham surgery has sometimes produced lasting results, indistinguishable from the results of real operations.Patients recover faster from surgery when they have window views of trees or grass, rather than brick walls. But the placebo response is more than an astonishing medical fact -- it can be put to practical use. The Placebo Response gives you access to a new kind of alternative medicine, one proven by science and found within your own body.