Reclaiming the placebo effect

Abstract

Where do doctors add most value? Larry Brilliant—a public health doctor who has worked on programmes to eradicate smallpox, blindness, and polio—has found his niche as executive director of Google.org (p 986; doi: 10.1136/bmj.39548.369977.AD). Through an initiative called Predict and Prevent, launched earlier this year as one of five core initiatives that will focus Google’s philanthropic efforts over the next 5-10 years, Brilliant is building a global system to detect new disease outbreaks or disasters quickly and enable rapid responses. Compared to the one to one doctor-patient relationship, he says this role was harder and more …

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