And one was a live vaccine, the other was just a control placebo.

That's fantastic. I love Big Placebo.

So we do random assignment, placebo controlled,

We leap into the arms of Big Placebo.

And of course, also there's the placebo effect.

So we know that our beliefs and expectations can be manipulated, which is why we do trials where we control against a placebo where one half of the people get the real treatment and the other half get placebo.

But, actually, the point of placebo education is interesting.

So firstly, trials against placebo everybody thinks they know that a trial should be a comparison of your new drug against placebo.

Control, control.

lived much longer and did better than people who got placebo.

Now, (Laughter) what does that have to do with the placebo effect?

But if you change the form that you give the placebo in,

And yet, repeatedly, you consistently see people doing trials still against placebo.

Control

Control

Control

Control

Control

Control.

Control.

Control.

And if you want the ultimate in placebo, you've go to the needle.

And, I thought, well maybe, you know, it's just a placebo response, right?

In fact, seven trials were conducted comparing reboxetine against a dummy placebo sugar pill.

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