For the past few months I've been thinking a lot about why people seek out the medical treatments that they do. Today the average would-be patient has at least a dozen (if not hundreds) of potential avenues of medical care to address their ills--from the scientific medicine at hospitals, to specialty doctors, functional and integrative medical practitioners, urgent care, chiropractic, osteopathy, and seemingly endless iterations of alternative medical traditions.
Read MoreOne day Mr A walked into the emergency room where he just barely was able to tell the nurse on duty that he’d taken all of his pills before he collapsed at her feet. In his pocket was a jar of pills from a local clinical trial—but with no information about what exactly they were. The medical team eventually figured out that he was in the control group. He’d taken a whole jar of placebos. . .
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