General medicine studies are not immune to the placebo effect, where 30-40% of patients report improved subjective and objective outcomes in general medical studies (Hrobjartsson & Gotzsche, 2001). The high placebo response has been shown to be increasing as time progresses (Kemp et al., 2010; Loebel et al., 2010; Rief et al., 2009; Tuttle et al., 2015), with such ramifications as several pharma companies reducing or closing their psychiatric as well as general medicine R&D, increased costs for drug development, more inconclusive and failed trials, and delays in the development of new medications (Alphs et al., 2012).