A recent study has found that the placebo effect for analgesics has gotten stronger in recent years. BUT, this finding has only been seen in America. Picture the impact of this on clinical trials. If you are a company trying to get a new analgesic product approved, you are having a harder and harder time beating out sugar pills. Bottom Line. Why? It has been hypothesized that Americans, who are the only patients in the world subjected to an ongoing barrage of DTC commercials for analgesics, have become brainwashed to believe that if they take a pill, any pill, that is purported to relieve pain, it will work. Except for the impact of this belief on clinical trials, this might not be such a bad thing! Think about it!