The placebo effect is a well-known and well-documented phenomenon in medical literature. It refers to the intriguing phenomenon that people can be cured by an intervention, even if not a single medical-technical explanation exists, for instance by fake pills or a bogus operation. In the literature all sorts of explanations are offered, such as the influence of positive or negative expectations, educational effects from previous experiences (conditioning) or a reduction in stress. With all these explanations an important element is the communication between doctor and patient, making it interesting to research how this communication can be applied more directly to maximize placebo effects (or context effects) in health care.