Abstract A placebo is an inert substance or a pseudo-therapeutic procedure believed to have no biological effect on health. Perplexed researchers and clinicians have observed powerful therapeutic effects experienced by patients receiving these inactive treatments. These desirable “placebo effects” are an outgrowth of the skilled application of the therapeutic arts and the mobilization of natural, intrinsic healing powers. This article reviews how healthcare professionals can modify the environment, treatments or professional practices to add therapeutic value to their interventions while tapping into the patients’ innate ability to help comfort and heal themselves.