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Unseen Ailments

The pharmaceutical industry needs to ask itself a big question: could the placebo effect be covering up a medical crisis that the developed world is yet to see the full extent of? Most people are aware of how the placebo effect works – people receive what they think is treatment for an ailment and experience a positive reaction to the medicine, even though they have actually taken a sugar pill.

This is the basis of hospital trials around the world and, also, incidentally, the premise of homeopathic treatments. The placebo effect is powerful and can provide a noticeable boost to patients, but it is not capable of actually treating or curing an illness or disease.

Unfortunately, this a problem for the pharma industry. On top of the placebo effect, a great deal of complacency surrounds medicine in the developed world. Adverts appear everywhere offering the cure for all kinds of aches and pains – not to mention cold, flu, and digestive issues. Consumers are taught to take a pill or a dose of medicine and they will soon be back to normal. The problem with this is that the message has been successful: the cure for everything is to simply pop a pill.

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James Wood is the Director of Business across Europe, the Middle East, Africa, and Asia-Pacific at Aptean. With almost 20 years of experience in the software industry, from code to business development, James has an expert understanding of the challenges faced by manufacturers.
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