How do you convert a simple saline solution into a useful treatment for people with Parkinson’s disease? Tell them it’s a drug that costs $100 per dose. And if you want to make it even more effective, tell them it costs $1,500 instead.
That’s what researchers from the University of Cincinnati discovered in an unusual clinical trial. Instead of testing a placebo against an actual drug, they pitted two placebos against each other. The only difference between the two sham treatments was their purported price.