For someone who fits the placebo-responder profile, the exact therapy may be far less influential than the person’s own expectations. The challenge now is to determine who has most to gain from placebos in any form. DNA tests “offer the first real opportunity to make the distinction between placebo responders and non-responders,” says UTMB’s Dr. Howard Brody. “The implication of being labeled as a ‘placebo responder’ is quite different than it was decades ago. The result now is something that people would be willing to hear and use as a factor in their care.”