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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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James Wood
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