Placebex is the brainchild of Dr. Joshua Landy, a Toronto critical care physician and co-founder of Figure 1, the knowledge-sharing app for healthcare. Working with friends in technology and marketing, Dr. Landy set out to produce an open-label placebo that's as accessible and inexpensive as acetaminophen.

Dr. Landy's passion is medical education, and that's the point of Placebex:

Sharing what we know — and what we don't know — about the power of the placebo effect with as many people as possible.