Have you ever noticed how drug companies will compare their results to a placebo effect. In fact, they actually brag about getting better results than the placebo effect. What they are actually bragging about is that they can actually get a better result (i.e. less pain) than you can if you just believe that you will have less pain. The following video gives a good overview of how our mind works and why drug companies strive to get better results.
And that is: The Bembreneth Way
The Bembreneth Way 