There is every likelihood that practitioners will be assailed by volumes of inappropriate positive feedback. In 1875, Dr L. Lafitte accidentally injected a patient with water rather than morphine. He was astonished to be told later that day, `Doctor, I'm so grateful to you! You relieved my pain today without upsetting my stomach!' Thus discovered, the miraculous healing properties of injected water were quickly pressed into service for a plethora of conditions which were duly 'cured or relieved ... in a miraculous and immediate manner'.1
A century later, I myself rediscovered this phenomenon as a novice locum in general practice. I reluctantly complied with the principal's schedule of water injections for a number of allegedly `neurotic' patients, whose enthusiasm for their regimen I found unshakeable. Emboldened by my recent grounding in the science of medicine, I elaborated the placebo mechanism on more than one occasion, only to be rebuffed by the primacy of patient experience, 'Well, I suppose you know more about it than I do, Doctor, but it works just fine for me!'
Indeed, the placebo response, that bane of clinical trials to be controlled out in double-blind fashion, is arguably the foundation of our noble profession. For the first 2000 years or so of medicine, the vast majority of therapeutic success must be attributed to placebo. Placebo responders commonly constitute 30-60% of the total response,2,9 but the placebo response is generally described in a denigratory fashion. The word placebo is itself a symbol, value-laden with cultural meaning, often defined as `a medication designed to please the patient rather than benefit them'.2,9 However, innumerable studies, both human and animal, have demonstrated the potency and objective reality of placebo responses. Clearly, the medication given simply `to please the patient' has pleasing effects which go beyond the patient's merely pleasing the practitioner. Whilst expert debate now addresses whether placebo responses are best explained by conditioning, expectancy or cognitive dissonance, the reality of the responses themselves is evident.9
Practitioners encounter pleasing responses every day. Some of them are due to the beneficial effects of the powerful medicines available to us, but the majority are perhaps due to placebo effects. We are constantly beset by demands to `do something'. Indeed, all our training is to respond to need with action: diagnostic, therapeutic or both. Sadly, once having taken an action, humans inevitably tend to attribute subsequent events to that action; sacrificing always seemed to work when it came to placating the gods. In a working environment in which there is infrequent feedback about the adverse effects of our actions and substantial, repetitive positive feedback as a result of the placebo effect, practitioners face real challenges in separating actions and outcomes which are not necessarily causally linked. Although we like to think of ourselves as rational human beings, the chastening paradox is that there is overwhelming rational evidence to the contrary. Bluntly put, practitioners are unlikely to behave rationally.
Worse, the most effective route of giving placebo seems to be by injection, and regularity and repetition are synergists.10 The stage is set for the establishment of unshakeable beliefs about efficacy and safety which are at variance with the evidence. The more experienced the doctor, the more irrational the treatment choices will become when experience alone dictates.