The placebo response in medicine: minimize, maximize or personalize?

@article{Enck2013ThePR,
  title={The placebo response in medicine: minimize, maximize or personalize?},
  author={P. Enck and U. Bingel and M. Schedlowski and W. Rief},
  journal={Nature Reviews Drug Discovery},
  year={2013},
  volume={12},
  pages={191-204}
}
Our understanding of the mechanisms mediating or moderating the placebo response to medicines has grown substantially over the past decade and offers the opportunity to capitalize on its benefits in future drug development as well as in clinical practice. In this article, we discuss three strategies that could be used to modulate the placebo response, depending on which stage of the drug development process they are applied. In clinical trials the placebo effect should be minimized to optimize… Expand
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