TED KAPTCHUK: When I heard that, the question is, how did they know there was a placebo effect? DESSA: And I think when most of us think of the placebo effect, we often do think of that inert substance. The dogma in medicine has been, since we began using placebo controls, is that, if you know it’s a placebo, you won’t get a placebo effect. DESSA: When you talk about an honest placebo– I think I’ve also heard the term open label placebo, where the patients who were receiving it know it’s a placebo. And the reason that’s really critical ethically is, any form of open-label placebo is a transparent, honest, and full informed consent.