Research on the placebo effect and its hypothetical relationship to adherence and improved patient outcomes is reviewed. Future research for pharmacists is highlighted. Clinicians and researchers have alternately attempted to suppress, control for and maximise the placebo response. Much research has been conducted to identify the placebo responder. The placebo response is seldom uniform, constant or predictable, and neither sex, age, intelligence, ethnic, cultural or social factors are predictive of it. However, no research has investigated the relationship of adherence, placebo effects and patient outcomes. Adherence to therapy and its role in activating the placebo response is described. Efforts to increase adherence may increase treatment effectiveness by activating the placebo response. The pharmacist may be in an ideal position to better understand the placebo effect and its role in enhancing patient outcomes. The placebo effect, thus, may be a useful part of the care giver's armamentarium.